The world of sports has seen many brands come and go. Nike, Adidas, and Reebok are all names I am sure you all have heard of. Some other extremely popular brands that you may not of heard of are Sherwood, CCM, and Warrior. The reason you may of not heard of these is because they are big brands for sports that are not as popular in the the U.S. The brands that were mentioned above make gear for hockey and lacrosse, both of which are not as popular than sports like football, basketball, or baseball. Making a name for yourself in such competitive markets like these is not easy. One up and coming brand, STX, is trying to do just that.
STX is a company that makes everything Lacrosse. From protective gear, to high end lacrosse sticks, to apparel, STX makes it all. They are one of the leaders in this industry and recently have started to expand their brand into other sports such as hockey. Hockey and lacrosse have their obvious differences such as hockey is played on ice with a puck, and lacrosse is played on field with a ball. Looking past that, the sports are fairly similar in regards to gameplay and players’ gear. Even though the similarities are prevalent, not many brands exist that carry both lacrosse and hockey gear. STX might be the next big name in hockey.
STX is not the first brand to make this transition. Warrior is one of the leaders in hockey protective gear and actually got their start in lacrosse before transferring over. Warrior is still at the top of both branches and STX wants to do the same. STX has just released their first set of player sticks and gloves for hockey this past month. This small introduction into the hockey world could be the start of something big. The sticks and gloves are already being sold in hockey stores across the country and they have even picked up some NHL players to showcase their gear on the professional level. Another way how the brand is attempting to make a quick entry into the market is through discounted team sales. As part of the club hockey team at DePaul, I have seen this first hand. An STX representative came out to a team practice and let the entire team demo their new line of sticks. After practice we were given the option to buy one or more sticks at an extremely discounted price. These sticks are pro quality and are comparable to many of the sticks on the racks today. This marketing ploy is one way that STX is going to grow as a hockey brand. The best way to get noticed is by getting exposure. STX has made a strong entry and I am excited to see what they roll out next.
My question for you is what do you think the next decision for STX should be to compete with other hockey brands.
Also, what are other brands that have expanded into different sport and how/why were they successful.