STX Hockey

Making a promise to "Reshape The Game."

New to the Ice Hockey market, STX understood that in order to grab the attention of young hockey players, fiercely loyal to the established category leaders, they needed to be completely disruptive. They saw an opportunity to capitalize on the lack of innovation in the industry and developed the Surgeon RX2, a hockey stick that would literally and figuratively “reshape the game”.

Digital platforms drove deep consumer engagement and immersion, demonstrated the product attributes and differentiators, and built credibility by showcasing professional players who touted the precision of the new Surgeon RX2 . Social media and the STX site drew from a deep stable of assets including photography, video, illustration, animations, info-graphics and text to tell a consistent story. Paid search and social media drove broad awareness and pushed to landing pages with strategic conversion funnels. The young audience was incentivized, through geo-targeted ads, to sample the new Surgeon RX2 at their local dealers. All of these efforts led to substantial gains in consumer connection and, ultimately, sell through versus competitors in a market dominated by heritage brands.


Agency of Record: Brand Platform, Messaging, Content Strategy, Design, Environmental, Advertising, Photography, Video, Web Design, Development & Integration, Digital Marketing, SEO



Online HQ


Invoking a satirical look at the traditional hockey stick shape, we ventured away from the typical sports marketing driven communication that was ubiquitous with competitors.

We were introducing a hockey stick that defied traditional expectations. The goal of the campaign was to drive consumers to retail, were we knew we could win them over with the "Ah-ha" product concept.

Consumers were able to submit their contact information in the weeks leading up to launch in order to win increasingly valuable prize packages that included branded apparel, square hockey pucks signed by Vincent Trocheck, and ultimately the new RX2 stick.

Trade show activation and extensive seeding among elite players greatly influenced early adopters of the RX2's disruptive new shape.

Pros Approve

Having some of the game's best professional players embrace the RX2 became a tipping point for the product's success.

The website was the hub for the entire integrated approach and focused on the research, development and deep tech of the RX2.

Digital Push

We relied heavily on social media to drive consumers back to

The launch of the RX2 was a success by nearly every measure. Sales broke all previously combined totals, larger than expected market share was grabbed and web, social and event engagement established new benchmarks.

Niermann Weeks

STX Lacrosse