How Sherwood Hockey is Driving Conversion with Endorsements and Community-Building
Building a community around a retail brand is essential for fostering customer loyalty and enhancing brand identity. When customers feel connected to a brand, they are more likely to engage, advocate, and make repeat purchases. Establishing a strong community helps create a sense of belonging and trust, ultimately driving long-term success for the business.
However, building a community around a retail brand is no simple feat. According to the women's leadership publication HURS, "While the gap between brands and consumers isn’t as large as it used to be, few have been able to develop relationships with their consumers. And even fewer have created ways for fellow brand fans to connect with each other."
Here, we'll explore how one brand, Sherwood Hockey, is driving sales through community-building and endorsements from popular hockey figures.
About Sherwood Hockey
Sherwood Hockey ("Sherwood") is a Canadian ice hockey equipment brand now owned by the Canadian Tire Corporation. It was founded by Léo Paul Drolet in 1949.
According to the Sherwood website, the company is "committed to making high-quality, unique hockey products with the same attention to detail that our consumers put into their own game. Like any elite player, we’re constantly working to raise our game to new heights and to find new ways to break through, on and off the ice."
Sherwood Hockey Attracts Top Players to Its Brand
Aiming for high-profile endorsements in the NHL carries both risks and rewards, but for Sherwood Hockey, the potential benefits are significant. Recently, the brand has made impressive strides in the hockey equipment market, successfully attracting top-tier players to use its products.
According to a report by Gear Geek, the move "marks a significant stride for Sherwood in its quest to solidify its position in the hockey equipment market. The brand has garnered praise for its dedication to producing high-quality gear catering to players of all levels."
Eight NHL Players Adopt Sherwood Products
Sherwood reported that eight NHL players, including stars like Connor Bedard, William Nylander, Matthew Tkachuk, and Alex DeBrincat, had adopted its sticks. Its presence grew even stronger when Montreal Canadiens forward Juraj Slafkovsky was seen using Sherwood’s Rekker Legend Pro model stick in a game against the Florida Panthers.
This development marks a key milestone for Sherwood as it seeks to cement its status in the industry.
Setting the Stage for Continued Growth
Sherwood's recent success can be attributed to its focus on producing high-quality gear and strategic signings of prominent NHL players in significant markets. The inclusion of Nylander from the Toronto Maple Leafs and Bedard from the Chicago Blackhawks has already boosted the brand’s visibility. Expanding into the Montreal Canadiens market with Slafkovsky further solidifies Sherwood’s footprint.
Montreal is often seen as the hockey capital of the world, offering an excellent platform to showcase the brand's capabilities. Slafkovsky, the 2022 first-overall pick, has already demonstrated promise with the new stick, scoring a goal in three games.
The company has effectively planted a crucial seed with these endorsements, setting the stage for continued growth and prominence. Sherwood’s emergence across the NHL exemplifies strategic market positioning, and the brand is poised to make a lasting impact in professional hockey.
Sherwood Builds a Community Around Its Brand
Sherwood adopted a sustained social media strategy years ago, empowering customers to share their experiences using their products.
According to an old news report, the brand said it "found that the younger hockey player that’s growing up today doesn’t necessarily want to follow those traditional elements of what hockey had stood for. They want it to be more expressive and unique. I think they were fighting against a very traditional sport that didn’t necessarily allow them to express themselves. And there wasn’t necessarily a brand to give them that outlet to do so.”
Today, Sherwood's social media channels are filled with hockey highlights, stories about hockey celebrities partnered with the brand, and user-generated content, showcasing customers' experiences and love for the brand.
Through creating a sense of community and allowing customers to express themselves freely, Sherwood has successfully positioned itself as a brand that understands and caters to the modern hockey player's desires.
Align Your Brand with Your Audience
Sherwood Hockey has shown how endorsements from top players and community-building can drive brand success. By aligning its company values with those of its target audience, Sherwood has effectively built a strong community around its brand, creating a sense of belonging and trust among customers.
To learn more about how you can build a community around your brand, don't miss eTail Toronto 2024. It’s happening from September 25th to 26th at the Hyatt Regency Toronto in Ontario, Canada.
Download the agenda and register for the event today.