STX Hockey

Hungry. Powerful. Relentless.

Not all ice hockey players are created equal, yet most equipment is marketed towards elite players and puck-dominating prodigies. For their seventh major product release, STX Ice Hockey recognized the value in acknowledging the hard-working players, motivated by elite aspirations, that comprise the majority of the marketplace. The STX Ice Hockey brand, although relatively new to the STX lineup, has been keen on shattering the status-quo since day one. So quickly we sharpened our blades and got serious about the HPR 2 launch: an exciting departure from STX’s traditional, NHL-focused product campaigns.

Expertise

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

Markets

Sports

Online HQ

stx.com/hpr2

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I

Campaign Direction

A New Approach For A Realistic Audience

Many Canadian youth live and breathe hockey. For athletes between the ages of 10 and 16, it practically boils in their blood. We featured the relentless devotion of four such young athletes in the HPR2 campaign, creating characters that honored the collective spirit of our target audience. By elevating the work ethic of these relatable athletes we made it clear to ice hockey players everywhere that STX respects their grind and creates products that serve their lifestyle.

Concepting

Art Direction

Design

Copywriting

STX.001 Campaign Logo

Campaign Logo

An acronym that describes the stick, the athlete, and STX as a brand.

STX.002 Logo Animation
STX.003 Logo Animations
STX.002 Logo Animation
STX.003 Logo Animation
“ ”

Your future - unwritten, your hunger - unmatched. It's not about wins or trophies or stats. It's about work.

HPR2 Manifesto

II

Campaign Elements

Simple, Bold and Energetic

No campaign is complete with solely a type treatment to rely on. For the HPR 2, an immersive look encapsulates inspiration from a variety of elements. Dark texture emphasizes the grit and hard work of true hockey players, with red, energetic lines are a nod to the graphics on the HPR 2.

Identity Design

Messaging

Illustration

STX.004 Campaign Key Art
STX.005 Power Flex Illustration
STX.006 Pureblade Illustration
STX.007 Square Shaft Illustration
STX.005 Power Flex Illustration
STX.006 Pureblade Illustration
STX.007 Square Shaft Illustration

Visual Language

Using stick graphics as a jumping off point, old analog technology and cyber motifs were applied in an exciting, new way in the hockey space.

STX.008 Campaign Style Frame
STX.009 Print Collateral
STX.010 Print Collaterals
STX.009 Print Collateral
STX.010 Print Collateral
III

Website

The digital home for the hungry, powerful, and relentless

The website was the hub for the entire integrated approach and focused on the research, development and deep tech of the HPR 2.

Responsive Website

Animation

Ecommerce

STX.011 Responsive Landing Page

Animated Elements

Tech points get brought to life throughout the landing page by the use of custom illustrations and activated with animations. These elements help simplify product differentiators and focus users on the various included technologies.

STX.012 Power Flex Animation
STX.013 Pureblade Animation
STX.014 Square Shaft Animation
STX.012 Power Flex Animation
STX.013 Pureblade Animation
STX.014 Square Shaft Animation
STX.015 Responsive Web Design
IV

Photo and Video

A Day In The Life Of Canada's Hardworking Hockey Youth

There was no question that video was the ideal medium to share our stars' stories. A frenzy of storyboards, location moodboards and schedules quickly found the Mission team donning their Oilers scarves and heading to Edmonton. We joined our new heroes for early morning practice sessions and driveway drills before unleashing them on the ice, in full STX gear, to demonstrate their drive. Back home in balmy Baltimore, we carefully curated their stories to create a sense of community for all young players with the same devotion to their grind.

Strategy

Video

Photography

Design

Social Media

STX.016 Brand Video

Brand Video

Showing the innate bond between players who give 110% by figuratively passing the stick from athlete to athlete.

Gettin' Sketchy

Before anything makes it to the camera, there is extensive planning and thought that goes on behind the scenes. Storyboarding is a crucial part of the process to get all parties involved on the same page. Thinking through specific shoots, transition points, and story arch allows the production team to lock down a watertight schedule, which assures production has the footage it needs to tell an intricate story.

STX.017 Storyboard Frame
STX.018 Storyboard Frame
STX.019 Storyboard Frame
STX.017 Storyboard Frame
STX.018 Storyboard Frame
STX.019 Storyboard Frame
STX.020 Behind the Scenes
STX.021 Behind the Sceness
STX.020 Behind the Scenes
STX.021 Behind the Scenes
STX.022 Photo Still
STX.023 Photo Still
STX.024 Fastpitch Display and Social Assets
STX.022 Photo Still
STX.023 Photo Still
STX.024 Photo Still
STX.025 Athlete Vignettes

Player Vignettes

Telling engaging stories of the players who make this never-quit stick theirs both on and off the ice.

“ ”

Hockey has taught me a lot of life lessons. It's about respect for individuals and yourself.

Colton, 16 - Fort Saskatchewan, Alberta

V

Integrated Executions

A Barnburner of a Strategy

We saturated the market with HPR 2 creative, carefully tuning into a strategic approach for each channel. Working with the STX Ice Hockey team, we maximize the impact of the campaign by aligning the new product with top-level brand messaging that highlights unique pricing, warranty and demo offerings.

Website

Email

Paid

Social Media

Print

50k+

Views on Social
STX.026 Social Post
STX.027 Social Post
STX.026 Social Post
STX.027 Social Post
STX.028 Animated Social Story
STX.029 Instagram Posts
STX.028 Animated Social Story
STX.029 Instagram Post

A New Way To Hockey

With STX's high performance gear now sold direct to consumers with big savings, digital components focus on this revolutionary way of connecting with customers.

STX.030 Social Campaign Assets
VI

In the Arena

Bringing It Home

It was important to STX that we marry the HPR 2 ethos with the every-day player experience as directly as possible. We created exciting in-arena applications, including wall graphics, posters, flags and stairway graphics, that STX used in several 'takeovers' of local rinks across New England.

Design

Art Direction

Print

30+

Hockey Arenas
STX.031 Arena Lobby

Caution: Relentless Play Ahead

Floor to ceiling covered with motivation to stay hungry, powerful, relentless.

STX.032 Caution Signage
STX.033 Stair Print
STX.034 Wall Graphic
STX.032 Caution Signage
STX.033 Stair Print
STX.034 Wall Graphic
STX.035 Arena Exterior
STX.036 Arena Graphics
STX.037 Arena Graphics
STX.035 Arena Exterior
STX.036 Arena Graphics
STX.037 Arena Graphics

DreamWorks

National Bohemian