Brand

Warroad Hockey Co.

The ask

Build a runway for success by using the right part of the funnel at the right time.

Put the most relevant brand in hockey on a fast track for winning. By nailing the basic stuff first.

Strategy

Though Warroad already made the most important hockey apparel and embodied the all-in life in a way no other brand could, they were too busy making that product to focus on the brand. For Warroad to stand out against an established sporting culture stuck in obvious tropes and athlete-as-hero irrelevance, we first needed to set the right stage from which to tell their story.

  • Product Positioning
  • Brand Development
  • Strategy

Solution

We would help Warroad start to represent the true heartbeat of the sport by first shoring up their brand presentation. By supplying them with a comprehensive and user-friendly brand toolkit. By communicating their truly outstanding values at dot com. By taking inspiration from outside the sport and documenting the unique way the town of Warroad sees this life, doing a full re-set on product photography that can be built upon as we go to top of funnel. And by rearticulating the importance of their revolutionary, life-saving product. All to help show and prove that it’s not just a game at Warroad. It’s a Way of Life.

  • Video
  • Meta Suite Social Media
  • Product Photography

The Blade Stops Here

Warroad is co-founded by an NHL legend, TJ Oshie. TJ was instrumental in development and promotion of Warroad’s cut-resistant base layer called TILO™. Because TILO™ is the heart of Warroad’s most defendable on-ice collection, our job was to educate players on how it protects better than any other next-to-skin layer, literally protecting their lives so they can keep playing. We transformed the website from a transactional experience to one where simple and clear, usable information could work hard to motivate purchases that actually mean something.

Built For The Game

You can’t win by proving you love the game more than someone else, but you can win by loving the game enough to change it. And that’s exactly why Warroad exists. Named after the preeminent hockey town in the world, Warroad Minnesota, a place that embodies the values of the brand. A place for the brand to always live up to.

For Players That Demand The Most

Documenting the way of life in Warroad Minnesota (aka Hockeytown USA) becomes the visual core of our strategy. To begin capturing the all-in life, and prove the values as embodied by players, product and community. Putting all other hockey brands on notice, and paving the way for the consumer campaign to come.

Impact

Connecting in an engaging and premium way during a key moment in the sport's history, Warroad claimed the premium position in Hockey with unprecidented brand growth, team adoption and even becoming the hot brand for NHL pros seeking sponsorship.

320%

Brand Growth in One Season

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