Louisville Slugger taps into legacies in its online campaign

The baseball equipment maker is encouraging up-and-coming players to share who left an impression on them and how they plan to impress others with the “Leave Your Mark” campaign.

“We embrace our history, we embrace our past, and we honor it,” says Taylor Florence, social media and design manager at Hillerich & Bradsby, Louisville Slugger’s parent company. “We want to take all of that and look toward the future.”

Slugger is looking to the future by asking up-and-coming baseball players to share what inspired them, and how they aim to inspire the players who will come after. They’re sharing those messages via self-taken photos, or “selfies,” on Instagram and Twitter, as part of the “Leave Your Mark” campaign.

Florence couldn’t share exact numbers but said hundreds of players are contributing each day.

A new way

Louisville Slugger did about a year of research to determine what today’s baseball players really want from the company that makes their equipment.

“The baseball community is evolving,” Florence says. “There are a lot more bat manufacturers and companies out there now than there used to be. We really had to delve into what players are looking for now, what they need from us.”

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