Bauer Hockey Unveils Expansive, Robust ‘Women's Movement Never Stops’ Effort
Sunday, October 22, 2017 at 09:59PM
NYSportsJournalism.com in Ad Campaigns, Bauer Hockey, US Women's National Hockey Team, Winter Games, ad campaigns, sports marketing

By Barry Janoff

October 21, 2017: Calling it the “most robust and expansive women-specific initiative” in its history, Bauer Hockey has unveiled a multi-media campaign “to grow and advance female hockey.”

The effort will be fronted by two-time Olympic U.S. silver medal women’s hockey player Hilary Knight and two-time Olympic Canada gold medalist Marie-Philip Poulin.

The campaign, which boasts the tag line, “The Women's Movement Never Stops,” comes with about four months until the start of the 2018 Winter Olympics in South Korea (Feb. 9-25).

"We hope to raise as much awareness for our game as possible through this important campaign and our partnership with Bauer Hockey," Knight said in a statement.

"I encourage young girls and women hockey players of all ages and abilities to share in this movement via social media and use the hash tag to tell us about the work you are doing to make sure the women's movement never stops. Your commitment makes a difference not just in your own life, but for future generations,” said Knight.

The campaign launched with a self-titled “The Women's Movement Never Stops” spot.

It shows Knight and Poulin in extensive training sessions both off and on the ice for a series of upcoming exhibition games as well as women’s hockey Four Nations Cup (Nov. 7-12, also including Sweden and Finland),

The games are part of the U.S. Women’s National Team “The Time Is Now Tour presented by Toyota” leading up to the Winter Games.

Bauer Hockey, a global  leading manufacturer of hockey equipment, said the spot would air at “select arenas during the cross-border rivalry series and promoted via Bauer Hockey social media and digital channels.”

A support element encourages people to support the campaign by sharing the spot and other Bauer content on Instagram, Twitter or Facebook using the hash tag #WomensMovementNeverStops.

People would then be able to enter to win an all-expenses-paid trip to see a Canada-U.S game and meet Poulin and Knight in Edmonton on Dec. 17.

Bauer Hockey said "The Women's Movement Never Stops" campaign would serve as the foundation for Bauer initiatives to engage with consumers throughout the season at other premier tournaments with additional ticket giveaways and exclusive behind-the-scenes content from players.

In addition to the Four Nation's Cup, they include the Canadian Women's Hockey League games in China, Rochester Legacy Fire on Ice tournament and women's professional hockey league playoffs.

Bauer Hockey' also said its First Shift program, which launched three years ago, would continue to support women's participation in hockey through its co-ed and all-female sessions. Approximately 80% of the program's participants, both boys and girls, continue with hockey, per Bauer.

According to Poulin, "I've been fortunate to participate in many First Shift events and have led some of the fun activities on the ice. It's making a difference in the lives of young girls by encouraging exercise, building friendships and learning the game of hockey in a way that puts a smile on their face.

“Bauer Hockey is making sure our movement never stops by helping to grow the next generation of strong and confident women."

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