Louisville Slugger

Down the line. Over the wall. Send it.

The iconic Louisville Slugger brand plays in a competitive bat market. Controlled by heavy-hitting brands, each one fights to capture the fleeting loyalty of the 12-18 year old age-group. Their 2019 Baseball and Fastpitch product campaign concepts had to elevate the brand and showcase premier technology wrapped in the hottest, must-have design. The campaigns aimed to unify the brand positioning, while differentiating the messaging to the Fastpitch and Baseball audiences.

For Fastpitch, we celebrated female athletes, acknowledging their dedication and work ethic and admiring their strength. The "Power Full" campaign quite literally put the power in the hands of the player, positioning the Louisville Slugger bat as an extension of each girl, tailored to their unique playing style and requirements. For Baseball, we focused on the game itself, and the technology of the bat complimenting the player's own personal attributes and their individual role on the team. In order to "Send It", Louisville Slugger bats facilitate the batter connecting with consistency and accuracy, from the first inning to the last.

Expertise

Brand Platform, Messaging, Design, Environmental, Advertising, Photography, Video, Digital Marketing

Markets

Sports

Online HQ

slugger.com

Share

LS.001 Send It Brand Video
LS.002 Power Full Brand Video

Power Full

We put the power in the hands of the player, positioning the Louisville Slugger bat as an extension of each female athlete and tailored to their unique batting style.

I

Brand Videos

Positioning the lineup as a must-have.

With an overall goal of unifying and advancing the brand, it was also critical that Mission recognized the differences between positioning Louisville Slugger for men and women.

Strategy

Video

Photography

Design

Social Media

LS.003 Send It Brand Video Still
LS.004 Power Full Brand Video Still
LS.005 Send It Brand Video Still
LS.003 Send It Brand Video Still
LS.004 Power Full Brand Video Still
LS.005 Send It Brand Video Still

Strength and Power

Fastpitch players wanted to be portrayed as athletes, acknowledged for their dedication and work ethic, admired for their strength, yet still recognized uniquely as women.

LS.006 Fastpitch Manifesto

Fastpitch Manifesto

Equal parts script and rallying cry, the Power Full Manifesto was the campaign's north star.

LS.007 Behind the Scenes
LS.008 Behind the Scenes
LS.009 Behind the Scenes
LS.007 Behind the Scenes
LS.008 Behind the Scenes
LS.009 Behind the Scenes
LS.010 Baseball Product Social Video
LS.011 Fastpitch Product Social Video
LS.010 Baseball Product Social Video
LS.011 Fastpitch Product Social Video
II

Visual Aesthetic

Key art that hits and doesn't quit.

The careful use of curated photography, graphic treatments and purposeful messaging allowed the product to stand out and be differentiated.

Concepting

Art Direction

Design

Copywriting

LS.012 Baseball Key Art
LS.013 Fastpitch Key Art

Fastpitch Key Art Detail

The campaign leveraged Team USA softball players as pinnacle models for strength and power.

LS.014 Baseball Key Art Detail
LS.015 Baseball Key Art Detail
LS.016 Baseball Key Art Detail
LS.014 Baseball Key Art Detail
LS.015 Baseball Key Art Detail
LS.016 Baseball Key Art Detail
III

Integrated Executions

Building out the campaign in the real world.

The integrated campaigns for Baseball and Fastpitch came to life in a variety of paid, owned, traditional and non-traditional channels.

Print Advertising

Display

Environmental

Website Assets

Email Assets

LS.017 Fastpitch Print Ad
LS.018 Baseball Retail Environmental
LS.019 Print Ads
LS.018 Baseball Retail Environmental
LS.019 Print Ad

The campaign design system focused on flexibility and modularity for a variety of applications.

With the need to reach audiences across multiple channels and devices, visual consistency among unique structures and layout styles was key.

LS.020 Baseball Display and Social Assets
LS.021 Fastpitch Display and Social Assets
LS.022 Fastpitch Email Campaigns
LS.020 Baseball Display and Social Assets
LS.021 Fastpitch Display and Social Assets
LS.022 Fastpitch Email Campaigns
LS.023 Website Assets

The bat business is complex, and Louisville Slugger's product assortment and marketing strategy, specifically, are designed to help players weather the complexity to find the product that's right for them. It took Mission almost no time at all to grasp this and turn that strategy into best-in-class campaigns that were informative, intriguing, on-brand and appealing to players who have a passion for our products. For a company with 135 years of history, there is a sense of comfort and confidence within the Louisville Slugger brand knowing that Mission is here to help move the brand forward and into the future.

Joey N.

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