Most hockey stick shafts are rectangular in shape, which should be counter-intuitive since your hand doesn’t make a rectangle when you grab something. So, for the first time a stick was created with ergonomics in mind giving players a more seamless feel with their stick. It fills the space left by traditional sticks, and introduces the future of hockey sticks. All these elements were bundled into a futuristic campaign that above all else needed to build awareness for this next generation shaft shape. This was done by using the profile shape much like the ‘monolith‘ from 2001: A Space Odyssey … showing up in ghostly ways, always drawing the viewers gaze, mysterious and intriguing.
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