As a Retail brand, some of BAUER’s most important assets are the floor staff that work for its various Retail partners; these associates meet the consumer at their level, providing guidance on the best gear for a player’s skillset, which has the potential to create a lifelong BAUER enthusiast. As such, BAUER is consistently evaluating and evolving its internal training materials to best equip Retail staff with the product knowledge they need to effectively speak to all manner of hockey consumers.

When the opportunity to move to a new mobile-based platform arose, it also presented the chance to segue from the existing education program – known as Bauer University – to something more engaging and hockey-inspired. The majority of Retail staff are predominantly young, part-time employees who must complete training on their own time, so fun and accessibility were central considerations. Thus, the BAUER Locker Room was born, a virtual meeting place where lessons are learned and community is built (much like the real thing). Using colors from BAUER’s existing repertoire, the visual theme was titled ‘Face-Off Fever’ – a bright, Pop Art-inspired aesthetic with a distinct use of concentric circles to give the platform some personality and make it more visually engaging.