Making the impossible TRUE.
Through innovative technologies and performance enhancing equipment, TRUE Hockey works to improve the game of hockey for players around the world. Armed with a limited marketing budget (as compared to mammoth competitors like CCM and Bauer), TRUE hired CT as its agency of record to develop its annual North American marketing strategies and corresponding campaigns.
CT began the relationship by performing extensive market research and a competitor analysis. Utilizing tools such as Think With Google, Google Keywords, and Google Trends, CT developed a comprehensive understanding of TRUE’s target audience (Males aged 18-34), their motivators, and behaviours. Armed with these insights, our team of creatives developed a bold brand personality and countless creative assets spanning traditional and digital mediums, as well as numerous ambassador and influencer partnerships, retailer sales kits, and in-store assets such as POS stands, decals, and posters.
Goals:
Position TRUE as a premium brand within the hockey industry
Design and develop a dynamic brand personality and responsive website
Develop annual strategic plans and product marketing strategies
Sticks: Handled
Some of TRUE’s most popular products — each celebrated for their flex, features, and technologies — are its sticks. Each stick line — whether the XC9, ASERIES, or otherwise — needed to be brought to market under a clear sales proposition and with standout storytelling and visual assets. Working with TRUE’s engineers and sales teams, CT delivered strategic taglines and designs to take TRUE’s products from good to great.
Photography by Photolux Studio
