Bauer Hockey launched its most robust and expansive women-specific initiative in history as part of its campaign to grow and advance female hockey.
Featuring seven-time IIHF World Champion Hilary Knight of the United States and two-time Olympic gold medalist Marie-Philip Poulin of Canada, the campaign will raise awareness for women’s hockey, help welcome new young girls to the sport and use hockey to empower the next generation.
“We’re honored to partner with these world-class athletes and incredible role models to elevate and advance the female game,” said Mary-Kay Messier, vice president of marketing for Bauer Hockey and a board member for the non-profit Play Like a Girl. “With Knight and Poulin, who are passionate ambassadors to our game, we’re inspiring young girls to try hockey as a way to build confidence, learn valuable life lessons and have fun.”
Anchored around its tagline, The Women’s Movement Never Stops, the initiative engages with young female athletes of all ages and abilities with inspiring digital content, beginning with a commercial that showcases Knight and Poulin training for the upcoming Canada-U.S. exhibition series. This video will be played at select arenas during the cross-border rivalry series and promoted via Bauer Hockey social media and digital channels.
Consumers can participate in this campaign and show their support by sharing this video and other Bauer content on Instagram, Twitter or Facebook with the hashtag #WomensMovementNeverStops in the post. Through a contest supporting the campaign, participants will be able to enter to win an all-expenses-paid trip to see the final Canada-U.S. game and meet Poulin and Knight in Edmonton on December 17.
“We hope to raise as much awareness for our game as possible through this important campaign and our partnership with Bauer Hockey,” Knight said. “I encourage young girls and women hockey players of all ages and abilities to share in this movement via social media and use the hashtag 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.”
The Women’s Movement Never Stops campaign will serve as the foundation for Bauer initiatives focusing on the female game. The initiatives will continue to engage with consumers throughout the season at other premier tournaments with additional ticket giveaways and exclusive behind-the-scenes content from players. These include the Canadian Women’s Hockey League games in China, Four Nation’s Cup, Rochester LEGACY Fire on Ice tournament and women’s professional hockey league playoffs.
Bauer Hockey’s First Shift program, which launched three years ago, will continue to support women’s participation in hockey through its co-ed and all-female sessions. This program welcomes new-to-hockey families to the game with a fun and affordable way to get out on the ice. Approximately 80 percent of the program’s participants, both boys and girls, continue with hockey.
“I’ve been fortunate to participate in many First Shift events and have led some of the fun activities on the ice,” Poulin said. “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.”
Knight is also a two-time Olympic silver medalist, and in 2014 she became the first female skater (non-goalie) to practice with an NHL team. Poulin earned gold at the 2010 Olympic Winter Games in Vancouver and at the 2014 Winter Olympics in Sochi, and netted the game winning goal in both gold medal games.
Video/photo courtesy Bauer Hockey
