BAUER HOCKEY, NHL and Warner Bros. recording artist Earshot team up to create action-packed hockey commercial

April 12, 2002

GREENLAND, NH, April 12 /PRNewswire/ - Bauer Hockey, the National Hockey League (NHL) and up-and-coming band Earshot team up to create 'The Power of Bauer', a fast-paced, intense hockey commercial that demonstrates Bauer's innovation in the industry with more than 70 years of experience delivering head-to-toe equipment for hockey players around the world. The commercial, which began airing last week and runs throughout the NHL playoffs, marks Bauer's entry back into TV advertising after a two-year absence. The Bauer image spot, created by NHL Productions for Bauer, consists of 30 seconds of hard-rock music, 3-D digital effects and intense hockey action featuring five of today's biggest hockey stars: Nikolai Khabibulin, Chris Pronger, Eric Lindros, Curtis Joseph and Michael Peca. "It's an exciting time for Bauer Hockey," noted Troy Mohns, Global Director of Bauer Brand Management for Bauer Nike Hockey. "The pace and excitement surrounding Bauer's new product line-up is directly reflected in this 30 second partnership with Earshot / Warner Bros. and NHL productions. We look forward to similar partnerships as Bauer enters into a window of game- evolving product innovation over the next 12 months." "Working with Troy's team at Bauer was a pleasure," said Ken Rosen, NHL Productions Executive Producer. "The spot actually services three clients: the NHL has the added promotion of some of its biggest stars on the air in the ad; a new band (Earshot) receives North American exposure for their first album; and Bauer Hockey returns to television advertising with an exciting ad that mirrors their marketing strategy. Clearly a win-win-win situation." In the commercial, hockey players Eric Lindros, Curtis Joseph, Nikolai Khabibulin, Chris Pronger and Michael Peca make incredible saves, deliver jarring checks, score goals and celebrate their triumphs to Earshot's rock radio hit "Get Away." The Los Angeles based band's Warner Bros. debut album, "Letting Go" hits the music marketplace May 7. Earshot, currently on tour with Kid Rock in the western US, plans to tour extensively throughout North America this summer. Invictus Productions, a company retained by Warner Bros. Records to bring music and sponsorship together, brokered the deal. In addition to the ad campaign, Bauer also revamped its website, www.bauer.com, highlighting Bauer athletes and the products they compete in which hit retail this month. Bauer Nike Hockey is the world's leading manufacturer of hockey equipment, fitness and recreational skates, and is a wholly-owned subsidiary of Nike, Inc., the world's leading sports and fitness company. NHL Productions is the award winning production division of the National Hockey League, producing weekly television shows, long form documentaries for TV and home entertainment, Public Service Announcements, Institutional Promos and commercial advertisements for the league and its marketing partners.

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