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Jager Di Paola Kemp has executed two separate branding campaigns for Bauer Nike Hockey featuring NHL stars Mario Le-mieux and Eric Lindros.
The dual efforts—one touting Nike’s Quest line of hockey equipment and one promoting Bauer products—were necessary to differentiate between the two brands following Nike’s purchase of Bauer several years ago.
“Each brand [sells] products which fit different niches in the market,” said Steve Farrar, a design director at JDK, Burlington, Vt.
One black-and-white execution for Nike’s Quest shows a photograph of Lemieux, along with the headline “Why” and the Nike swoosh logo.
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