DUER is a Vancouver-based company that combines fashion and function. Their distribution includes a flagship store in Vancouver’s Gastown district, e-commerce and retailers throughout North America and Europe. Since starting up in 2013, DUER’s clothes can be found on the likes of professional athletes, commuters, and every adventurer in-between.

Given its Vancouver roots and overall appeal within the Canucks fanbase, DUER partnered with the Vancouver Canucks to grow awareness and help fans get to the game.

To showcase the wearability and performance of DUER jeans, the ‘Net Runner’ wore DUER jeans to see if he could beat his own record time. The Net Runner amassed somewhat of a cult following when his attempt to take the game net to the other end of the ice and return the warm-up net faster than before was shared on social media. Now, in DUERs, the Net Runner was able to beat his record time.

An online contest engaged the audience from the first phase of the partnership and kept them interested through marketing channels. Fans could win a co-branded prize pack by entering the contest and received bonus entries for following DUER’s social media accounts.

To address DUER’s goal of broad-based brand awareness, DUER’s logo could be seen in highly visible areas on TV broadcasts. In three Canucks games, fans watching on TV would have seen DUER’s logo on a rinkboard. In another Canucks Broadcast, fans watching at home would have seen the DUER logo on the ‘Virtual’, which is when you see a logo on the glass.