Slugger gets swagger.

Louisville Slugger stands for hard hits and home runs. But sometimes, people think that just means baseball.

We wanted to prove that the girls are just as tough as the guys. So we broke away from Slugger’s baseball heritage with new social profiles and a product launch campaign focused entirely on fastpitch. The fan response was overwhelming. Within the first 16 months, the brand’s Instagram racked up half a million organic engagements, and fans adopted #SheSwingSlugger as their own.

Product Launch.

We launched the campaign with a spot that celebrates individuality—driving home the message that Slugger has the right bat for every style of play.

Print, digital and social ads reinforced that message by showcasing custom bats and highlighting technologies to improve individual play.

We unveiled each new bat on Instagram with fun little gif and a dose of attitude.

Organic Social.

Beyond the launch campaign, we packed Slugger’s feeds with killer photography—featuring players from the Team USA—and used the hashtag #SheSwingsSlugger to highlight strong, confident women.