Warrior Sports is a lacrosse equipment brand founded in 1992 and acquired by New Balance in 2004. Since the acquisition, the brand has had to balance competing responsibilities of growing the sport, brand and sales only through 3rd party retailers. In recent years, new competitors have entered as the sport has evolved. This shifted Warrior to be perceived as the large, corporate enemy by both players and retailers. To combat…
the impact of this negative sentiment, in 2019 Warrior reassessed overall operational structure, goals and resources. They began to expand internal capabilities and needed an agency partner to augment and consult throughout this change.
On a strategy level our goal was, and continues to be dualfold:
- balance brand affinity and product sell-through
- maximize resources between client and agency
Projects supporting these challenges included audience research, an annual marketing strategy, and content & sponsored athlete strategy.
Executionally, we’ve leveraged ongoing strategic work to conceptualize, produce and deploy a new campaign system for various product launches. We worked to refine brand design standards, optimize creative for maximum engagement across channels. Additionally we found new ways to maximize budgets by leveraging archival footage in addition to producing new imagery/motion to create a fresh, new campaign.
True success is defined by a trusting partnership that allows for trial of new campaign tactics for Warrior, such as geo-targeting & retargeting, social platform expansion, and CGI. Campaign work and our relationship are learned from and iterated on on an ongoing basis. Our collaborative dynamic allows us to function as one team as we continue to find ways to make progress against larger Warrior goals. So far, efforts by both teams have resulted in a +5x increase in positive sentiment of online conversations about the brand.