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.