Warrior Lacrosse gear is the best; it’s created by real lacrosse players and used by top professional and collegiate players. As a result, this Michigan-based company is the market leader in performance lacrosse equipment.
So what does a brand do when it already has a hefty portion of the pie? Grow the pie by making the sport bigger. To that end, Warrior Lacrosse sponsors clinics for kids getting interested in the game. These cost just $25 (vs. a norm of about $250) and include daily lunch, stick and T-shirt.
The recession has hit many higher-income households hard, so generating goodwill and interest in a “rich kid” sport among non-traditional participants is a great strategic move (in addition to offering something very positive to at-risk Detroit kids). Much like Henry Ford’s revolutionary $5 daily wage once helped create Model T buyers, clinics like these form Lacrosse players. Once kids get hooked, they’ll be prime Warrior target consumers, ones already exposed to the brand in a good way.
Warrior isn’t just looking for customers, it’s creating them. Very smart.
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