STRATEGIC OBJECTIVE

While the market volume shifted to metal bats, wood bats used by the elite remained a critical influence and part of Louisville Slugger’s heritage.  New manufacturers entered claiming better performance. It was time to disprove that and gain back its rightful market share. 

CREATIVE SOLUTION

The key insight uncovered was  players were switching to other bats as they perceived them as “harder.” The harder bat the farther the ball goes. We worked with the R&D team to find the product solution, branded it Exoarmor and told its story with power.