According to John Weaver of E-Lacrosse, and quite a few other readers of e-lacrosse, it appears Warrior has stepped in a Marketing mess with its latest round of promotion.  Several items have color names like, "Crown Royale" or "Kind Green" been used to market product which may be offensive to some of the nations youth.  The Mac Daddy gloves and Pimp references are thick in all Warrior literature, but what is the harm?  Should Gear manufacturers suddenly enforce some moral standard or a code of decency?

The purpose of this article isn't to debate the E-Lacrosse opinion.  The aim is in  looking at other important factors to Warriors success and how Warrior's "Marketecture" affects the growth of Lacrosse on the West Coast. Here in Washington Warrior provides support at almost every major event; such support includes local Lacrosse clinics, camps, and the State Championships and is given in Warrior product, clinic work and financial support.

 

Mike Watson had this to say about Warrior's Marketing campaign, "Warrior may have undertones referencing older themes, but they in no way talk about drinking, sex, or drugs in their ads.  Nowhere does Warrior promote any of these themes.  What Warrior does promote is, fostering the growth of Lacrosse out West by donating equipment, supporting camps, and promoting the game by bringing MLL sponsored players to growing Lacrosse areas for clinics.  Warrior listens to the feedback given by the kids who support Warrior by purchasing their products, providing a product that is both functional and stylish." In reference to the competition and their support for the local retailer, I interviewed Ian O'hearn.

 

Breakaway Sports, the only Lacrosse store in Washington, is supported by Warrior as well.  By setting a pricing structure that prevents price gouging and large corporate chains from dimishing the small profit found in gear sales, stores like Ian's Breakaway Sports can compete evenly with all other chains.  In a sense, Warrior is encouraging equal trade status. 

 

While I may contest the maturity in the newest head names like the "Penetrator" and the "Snatch", I see no difference to how WWF wrestling, NASCAR, video games and football are sold to the same male target audience.  This does leave the women out in the cold- and objectifies them.  Something Warrior should definitely answer to at the very least.  Having a daughter of my own now, I don't appreciate that at all.

 

Years back, DeBeer tried to create an "unbreakable" stick.  After several attempts, they had a barrel full of extremely strong sticks.  So strong, in fact, that if they had sold these sticks, no owner would have bought another for a long time.  The project was shelved.  Just like all equipment manufacturers, all gear will break.  All gloves will come apart.  It is worth recognizing, no one makes gloves out of solid leather any more (except the warrior Mac Daddy limited).  Every manufacturer could be held accountable by the Lacrosse community  for same low standards.  The length of time a $150 pair of gloves seems to last in a kids hand is reproachable, but this is not something endemic to Warrior.

In reference to shutting out competition, copying ideas, or any other business practice- it is just that; an everyday business practice.  Sex, Drugs, and Rock n' Roll don't have a place in Lacrosse; whatever Warrior's marketing strategy is, I am not sure they are doing anything a successful company wouldn't do.  I guess it is hard to argue with success and support to the Lacrosse populous.

 

John Weaver's Article can be found here:

http://www.e-lacrosse.com/2004/spin/snorrior.html

 

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