Bauer and Malkin?

[Chadd 916]

the highly-skilled russian who barely spoke english worked for nike back in the day.

btw, he was also overshadowed on his team by a more established player who everybody in hockey loved and/or respected.

who also happens to be sidney crosby's idol.

Yzerman was never the face of the NHL, he was always part of the big pool of stars below guys like Wayne and Mario. Guys like Sakic, Modano, etc... The closest comparison would be Jagr playing second fiddle to Mario.

[furlanitalia 1]

How come the Sedin's aren't on Reebok's site? :o

The Sedins have been wearing one95 skates and sticks, and wearing vapor xxxx gloves for two seasons now.

i know i'm the one who brought fedorov in as a comparison, but this is about malkin, not fedorov.

he is the 3rd highest-profile guy in the league, and this thread has largely been a suggestion that he was not a good face for the company.

that's completely asinine. short of the coup that it would be to steal away crosby or ovechkin, who would bauer rather have as their face than malkin? this is ridiculous. if you were staring a company, and were looking for a spokesman-type, who would you go out and get? these people are suggesting that ryan freaking kesler would be a suitable replacement. bullocks.

I never suggested Kesler would be a suitable replacement, I just stated that he is a bauer guy that could be put on their site to fill the spot of someone else getting bumped up to poster boy. Malkin is completely marketable but has been out of the media all year, and quite frankly isn't performing with same dominance he showed last season. Is he a great face to the company, perhaps, but they tried it and perhaps things didn't work out. I don't see him going to easton as a bad thing. Would you rather have one superstar behind your company or 20 all stars?

EDIT: Malkin going to Easton probably is a bad thing, but to me as a consumer it isn't going to sway my decision.

[EBondo 233]

He cant speak English yet. He's like Datsyuk in regards that sure you can take an action shot of him and paste it up on your website but he can't really do commercials or nothing major. He's done a few little bits for NHL network but thats it. If you read articles and some other Pens stuff the word is he's really quite funny and a good guy in the lockerroom, and you may even remember during one of the pressers last year during the finals he spoke and was making fun of Talbots stone hands. He's also understandably shy with interviews and and things like that more than likely due to his lack of english. I think as his English improves you'll see more of him. Everyone is aware he's got the skills, and even though he may always be in Crosbys marketing shadow I think he'll be alright in a few more years.

Yet he's an assistant captain of his hockey team... <_<

How come the Sedin's aren't on Reebok's site? :o

Because they're not using Reebok sticks/gloves anymore.

[lukejameslarson 5]

Yzerman was never the face of the NHL, he was always part of the big pool of stars below guys like Wayne and Mario. Guys like Sakic, Modano, etc... The closest comparison would be Jagr playing second fiddle to Mario.

I didn't suggest Yzerman and Fedorov because Yzerman was the face of the NHL. I suggested them to illustrate the point that a guy can be the poster boy for a company (Fedorov to Nike) while being the 2nd or 3rd most popular player on his own team.

[xrickyb86x 1]

Didn't Malkin also make fun of Billy Guerin's age during the Pens parade speech? Hahaha

I'm from San Diego, not a traditional hockey market AT ALL and names you hear around here are Crosby, Malkin, Ovechkin, Kopitar, Doughty, Getzlaf, Selanne. All for obvious reasons.

[cdoug55 0]

I am not a marketing expert, but in my opinion I would think that the language barrier and too be honest his looks have a great deal to do with it hahaha.

First, he can hardly speak a lick of english. There was one commercial on the NHL network that my friend and I saw and it had us rolling on the floor. It was just horrible. Now Im not laughing at him for attempting a language that is vry different than his own and I feel for the guy, but it just wasnt happening. This is a very big deal. How can you make someone the face of your brand when he cant communicate with 99% of your target market. I think thats just marketing 101. You need to have a guy who can go out and do interviews and commercials, not just for your brand, but in general with respect to the sport, his team and other products, so that there is some recognition later on of him and "your" brand"

Second, his looks. Now that may be superficial, but lets face it, the kid is no GQ model. Yeah hockey is a sport that has toothless guys but when have the really ass ugly guys been poster boys?? Yeah ovechkin isn't somethign amazing to look at, but he has the bad boy image, has the fancy suits and makes up for it in a lot of other areas (see above). Crosby, I hate that whiny little mug look he has, but he isn't horrible looking. Modano when he was a big easton poster boy wasn't bad looking. Federov had the classic russian, eastern european look. Lets face it Malkin looks like Shrek. Marketing 101 again. You want to sell something then pick someone good looking to sell it.

[xrickyb86x 1]

LOL at the Vs. commericial "Keep booing, I luv it."

[lukejameslarson 5]

[TBLfan 25]

Being how hot he's been and that he's starting to get noticed outside of the fanbase, Stamkos may be a perfect poster boy. He's been head to toe in Bauer since he ditched the Easton pants two weeks into his pro career.

There's also a couple of pretty darn good hockey players in Philadelphia head-to-toe in Bauer gear.

[Demangone 0]

When he first came here, he needed a translator and now he's able to do interviews on his own, his english has gotten a lot better. I don't think any of that has to do with his marketability in terms of product, just look at nhl.com's jersey popularity (as posted earlier).

Put up a big cardboard cut out of him holding a certain stick or wearing a certain brand and it will sell based on name alone. Now if you're talking about marketing the NHL as a whole to non hockey fans or areas, then Malkin is obviously not your guy.

Maybe he just didn't want to use Bauer anymore, who knows.

[furlanitalia 1]

I am not a marketing expert, but in my opinion I would think that the language barrier and too be honest his looks have a great deal to do with it hahaha.

First, he can hardly speak a lick of english. There was one commercial on the NHL network that my friend and I saw and it had us rolling on the floor. It was just horrible. Now Im not laughing at him for attempting a language that is vry different than his own and I feel for the guy, but it just wasnt happening. This is a very big deal. How can you make someone the face of your brand when he cant communicate with 99% of your target market. I think thats just marketing 101. You need to have a guy who can go out and do interviews and commercials, not just for your brand, but in general with respect to the sport, his team and other products, so that there is some recognition later on of him and "your" brand"

Second, his looks. Now that may be superficial, but lets face it, the kid is no GQ model. Yeah hockey is a sport that has toothless guys but when have the really ass ugly guys been poster boys?? Yeah ovechkin isn't somethign amazing to look at, but he has the bad boy image, has the fancy suits and makes up for it in a lot of other areas (see above). Crosby, I hate that whiny little mug look he has, but he isn't horrible looking. Modano when he was a big easton poster boy wasn't bad looking. Federov had the classic russian, eastern european look. Lets face it Malkin looks like Shrek. Marketing 101 again. You want to sell something then pick someone good looking to sell it.

I don't know if I agree with most of this. Especially the part about his looks. What he does on the ice is what's important when selling gear. At least I'm not picking my idols by what which one is the most attractive. (not that there is anything wrong with that).

[adam14 182]

Semin, anybody? he's been in bauer for the better part of the last 3 years.

[tamtamg 12]

Semin, anybody? he's been in bauer for the better part of the last 3 years.

they already have Backstrom signed up. why go after semin too?

[furlanitalia 1]

Because Semin is Russian and Backstrom is Swedish. Not too mention (although I personally may not like him) he is a good player.

[Demangone 0]

oh, you're for real with the Semin stuff? I thought it was a lead in for a joke. If we're being serious, why spend the money on a guy who won't be in the NHL after next season unless his team wins a cup this year or next.

[Action Jackson 0]

Why not Stamkos?

[cdoug55 0]

I don't know if I agree with most of this. Especially the part about his looks. What he does on the ice is what's important when selling gear. At least I'm not picking my idols by what which one is the most attractive. (not that there is anything wrong with that).

Its just a suggestion. And like I said hockey usually isnt a sport that people associate with good looks because most think of the toothless goon. Im glad your not picking your idols based on looks, I think its a stupid idea, but the fact is "image" sells. Part of image is a person's physical features. Yeah maybe selling sticks to kids that play hockey is all about scoring goals and looks might not matter one bit, but image helps tremendously. You don't think so look at OV. Yeah he's scores a ton we all know that but its his image and bad boy image/looks that some little kids love. Its just a suggestion.

As for the language thing, I have to believe that is a huge part of it. Yes, he is getting better, but come on he is not exactly fluent or even close. I really dont think just slaping his face together with a stick is going to make it sell more than if he was able to do a promo video or some garbage like that.

Like I said Im not the marketing expert, just my opinion. If I was in charge of bauer marketing I would probably take the chance on malkin because he plays well and he'll pick english up eventually, so better to have him. But if im thinking short term, Im getting a that has charisma, is outgoing, speaks the language of most of my target audience and maybe isnt too bad to look at (for the female players hahaha). Stamkos was mentioned and i think he is a good candidate if he keeps putting up some big numbers. Kane seems to be a good fit, if he can stay out of legal trouble.

[tamtamg 12]

Because Semin is Russian and Backstrom is Swedish. Not too mention (although I personally may not like him) he is a good player.

What does their nationality have to do with it? All I'm saying is, why should they put out more sponsorship dollars into the DC market. DC is not exactly a hockey hot bed (in terms of actually playing the game), and the kids that do are draped in CCM for obvious reasons. They are already have money invested in Backstrom, why spend more money on Semin only to play second fiddle to CCM in the market. I think they should go after another star in a market where they can get more bang for the buck.

[epstud74 24]

Just a question here for the Europeans..Are players like Kane heavily marketed in Europe or do they have an emphasis on European players like Backstrom etc? How about in the KHL?

[ThePhamtonator 0]

Being how hot he's been and that he's starting to get noticed outside of the fanbase, Stamkos may be a perfect poster boy. He's been head to toe in Bauer since he ditched the Easton pants two weeks into his pro career.

There's also a couple of pretty darn good hockey players in Philadelphia head-to-toe in Bauer gear.

Do you really have to be head-to-toe in a brand? I agree with Stamkos being a perfect poster boy, him and Kane. Why can't they get Malkin to wear Bauer gloves and stick and call it done deal. Iginla isn't head-to-toe in Easton. Why can't Bauer do the same for Malkin. Once again, if Bauer is smart they would not risk losing Malkin to a rival company.

[Balzinsker 0]

The problem with Malkin is not his play or his looks rather its his image. Meaning when you see the name on a stick, what is your first reaction. For Sakic it was blistering wrist shot, Lidstrom; strong defense, Forsberg; awesome moves. Malkin doesn't really have that image, of course he gets his media exposure but he doesn't have that X factor. Also with the whole Fedorov thing, a lot of his appeal was the fact that he was the stereotypical Russian, at the time. He was playing his best at a time when the Russians still played their way, and he was just that. He was flashy, on and off the ice, with his ludicrous dangles and salary demands. For better or worse, he was different, and every person that wanted to be different, in whatever way, was drawn to him. Image sells, by and large, a great example would be Kovalev here in Montreal. When he had his good year people were buying AK27's with Kovalev blades like it was nobody's business. And every time you asked them why it was cause they wanted Kovy's stick, even if the Kovalev pattern was the wrong one for them. Kovalev had that image and it sold better then anyone expected.

[xrickyb86x 1]

I don't know if I agree with most of this. Especially the part about his looks. What he does on the ice is what's important when selling gear. At least I'm not picking my idols by what which one is the most attractive. (not that there is anything wrong with that).

You're under estimating what a guy you can put in GQ, like Sid, can do for ANY sponsors he might have. These marketers jobs are to get their name brand into the majority of the public's head at all costs. And yes, looks are a factor. Not as much as his skill obviously, but looks are considered.

[MLSman 22]

I have to agree with the last statement. Looks mean a lot today...more than ever. In the world of marketing and advertising there is the need for that physical appeal. Most hockey purists cringe at the though of the grungy player on the ice in Washington as a sex symbol, but he cleans up well and women go nuts over him. Part of his and Crosby's appeal is NOT just about the hockey based products they sell, but the amount of NON HOCKEY based products they have the potential to sell. Street clothing lines....DG dress preferences...it all matters. Everytime Crosby or Ovechkin do a promo...or a photoshoot...or any engagement, all you see are the billboards and posters of them at work with the RBK and CCM logos because their on-ice brand is shown worldwide with every event they attend or sponsor. The scary part is that Sean Avery is well aware of the power of marketing as a tool...its just too bad he is such a tool about it.

[DarkStar50 679]

Bauer will never go after Malkin again due to MLX skates. As JR said, "Done like dinner."

Toews is interesting but then we have the two players in the same market problem. So that doesn't add up as a wise move for Bauer.

[xrickyb86x 1]

Sean Avery is well aware of the power of marketing as a tool...its just too bad he is such a tool about it.

I agree with this completely. When he had his little "Hero/Villains in the NHL" theory it made complete sense from a marketing perspective. The only problem (besides the NHL not wanting it) was he felt he had to be the villain. There is a huge difference between a villain and a pest. Technically, I guess you can market Carcillo as a villain with his stupid mustache and devil horns he always throws up. You can even say him targeting guys like Crosby and Gaborik make him a villain. Then again... No sense in marketing a guy as "bad" if he's going after superstars who sell the game better than he can.

I don't know much about marketing (school wise) but I do know that any attention to your product is good attention. So someone who knows nothing about hockey picks up GQ, they see Sid, they google him, they seem him wearing Reebok, and then it clicks in their head "hockey = Reebok products". They know nothing of Bauer or CCM or anything else.