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The target generation for this product is generation X, Y and Z. This is because I think these generations are the only generations that would be willing to spend over $300 on a hockey stick. Most people playing hockey born before 1965 (baby boomers) grew up using wooden hockey sticks, and would not be willing to spend a lot of money on hockey sticks.

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Features Desired: Experienced hockey players, somewhat wealthy
Frequent: About every other day
Brand Loyalty: High

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Hobbies: Physical Activity (playing sports, working out)
Sports: Hockey
VALS: Believers, Achievers, Strivers, Makers

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Age: 13-40
Generation: X, Y, and Z
Ethnicity: All
Household Income: $70'000+
Family Size & Composition: Families with lots of children (2+ Kids)

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Location: Under Armour outlets and Online Store
Climate: N/A
Community Size: 5000 - 1'000'000+

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The UA Abyss is a brand new hockey stick produced by Under Armour coming out in June 2018. The UA Abyss is a top of the line in competition with the newest release from Bauer, the Advanced Series (ADV) stick.