Bauer Hockey

Companies

Bauer Hockey deserves to win a Rosoff Award because of the movement the company is generating to support and celebrate women in hockey through its campaign: The Women’s Movement Never Stops.

In October 2017, Bauer Hockey – the world’s leading manufacturer of hockey equipment – launched a campaign to grow and advance the development of the women’s game. Hockey has historically been a male-dominated sport, but Bauer’s campaign celebrates and recognizes all levels of the women’s game. Anchored around the tagline “The Women’s Movement Never Stops,” the initiative engages with and inspires female athletes of all ages and abilities with digital content.

The campaign launched with this commercial, which features Olympic gold medalists Hilary Knight of the United States and Marie-Philip Poulin of Canada. As part of the initiative, Bauer provided social media coverage for premier women’s hockey tournaments in 2017-2018 – such as the Clarkson Cup, Four Nation’s Cup, and Minnesota State High School League tournament. The campaign also celebrated young female hockey players through this video, which tells the story of two girls who play on a mostly boys hockey team. Bauer also made a dream come true for a young female burn victim from Belize, whose dream has always been to learn how to skate.

Bauer’s Women’s Movement campaign has garnered strong organic response, generating over 12 million impressions and 700k+ engagements across Instagram, Twitter, and Facebook.