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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.
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