JDK Places Face on Nike Hockey Fans

BOSTON Jager di Paola Kemp Design takes an edgy approach for Nike Hockey in a grassroots, multimedia effort aimed at players and fans aged 11-21.

“A key initiative was to position youth as the face of the brand … and have a one-on-one dialog with the kids,” said Duke Stump, vp, brand management at the Greenland, N.H., client.

The push from Burlington, Vt., independent JDK includes print, Web and direct-mail elements, as well as an enthusiast ‘zine that will be available in sporting-goods stores. One monochrome print ad is headlined, “The Progression Sessions,” shows an unsmiling youth in a ski cap. Copy reads: “Listen to me. The game needs to open up, it needs to flow. The red line should not exist … It’s that simple.”

The client markets products such as the Quest Apollo hockey stick and Quest V-12 skate.