STX Lacrosse

When a legacy brand becomes a challenger brand becomes a dominant brand.

Since 2005, Mission has been agency of record for the global sporting goods innovator, STX. While the privately held company had grown to become a well-known regional, niche focused manufacturer, STX was hungry for accelerated growth and believed an opportunity existed to challenge the established Goliaths in the global sports marketplace.

Mission and the team at STX began constructing a brand architecture that melded the individual positioning strategies for each of their key sports into the foundation for a formidable, overarching STX brand. The intensity and authentic bravado of the Play Huge and Play With campaigns enabled STX to compete for and win national and international mindshare and market. The continued, consistent and thoughtful nurturing of this broad platform allows STX to successfully launch new products and new sports lines by harnessing the strength of the global brand.

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

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I

Identity and Campaign Direction

Visually capturing the ethereal and spontaneous moments of sport.

Central to this ever-evolving brand campaign is the phrase Play Huge. It as at once a rally cry and a mindset representative of both the athletes and the culture of STX.

Strategy

Style Guide

Design

Photography

Art Direction

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“ ”

For me, it's the perfect fit. My core values align with the core values of this brand. And Play Huge is the essence of what these values are. It's who we are on the field, off the field, and everywhere in between.

KYLE HARRISON  /  STX Athlete

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II

Brand Expressions

Harnessing the strength of the global brand.

Play Huge demands big expressions. Regardless of the medium or channel, we always push the limits of execution.

In-Store

Interactive

Environmental

Advertising

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III

Brand Architecture

Bringing order to the field.

In addition to the brand level elevation, we collaborated with STX to overhaul the product organization into families based on player types.

Strategy

Naming & Branding

Design

Photography

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Play With

While it may appear limiting, the product family system allows us to say much more with less.

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Distinctive messaging that speaks to the gear and the athlete using it.

With the gear organized by player type, we use the inherent attributes of the athletes as key messaging. Endurance, Dominance and Precision are all characteristics that the athletes self-identify with which naturally leads them to the product best-suited for their playing style.

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Diverse Player Types
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IV

Product Campaigns

Competing for market dominance with rapid roll outs.

The full roll out of Play Huge and Play With coincided with an operational shift from seasonal to continuous, year-round product launches. This requires a communications strategy that simultaneously emphasizes consistency and originality.

Strategy

Messaging

Design

Photography

Video

Development

Digital Marketing

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A unified direction of aggression and specificity.

With the architecture for both product and messaging firmly established, each product launch focuses on the nuances of the player specific features and benefits.

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Photo Stylization

Each product launch takes the base photography and builds customized key art for all of the integrated campaign elements.

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Utilizing the latest web tech to feature the latest gear tech.

The gear that STX develops is multi-dimensional and requires innovative approaches to tell the story for each new piece of gear. This constantly pushes our team to leverage tools and applications at the forefront of the industry.

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Simply put, Mission is not our agency, but rather an integral part of our company. Through the years, the lines between client and agency continue to blur. Mission has been the linchpin in our success of redefining our brand and cutting through the clutter and noise. They not only "get" our business, they "get" us.

Ed S.

STX

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