Easton-Bell Sports Inc., which owns the Bell, Riddell, Giro, Blackburn and Easton Cycling brands, officially changed its named Tuesday to BRG Sports, Inc.

The new name was previously announced in connection with the sale of the Easton Baseball/Softball business to Bauer Performance Sports, which closed Tuesday (April 15). BRG Sports will focus on growing and solidifying the market-leadership of the remaining brands – Bell, Riddell, Giro, Blackburn and Easton Cycling – as well as strengthening its financial standing for other strategic initiatives.

 
“We are pleased that the Easton Baseball/Softball transaction closed at a time when the brand’s reputation for innovation and leadership is at a record high. Our team is proud to have produced results that secured a favorable outcome for our shareholders,” said BRG Sports Executive Chairman and CEO Terry Lee. “Today our company is entering a new and exciting phase in our evolution, with a sharpened focus on maximizing the potential of our core brands of Bell, Riddell and Giro (BRG). This is not a new effort – each brand has established track records of market-leadership, innovation and excellence. However, we see tremendous potential in pursuing key strategic initiatives and allocating additional capital to these core assets to support superior innovation and fuel growth in the years ahead.”
 
 
The BRG Sports’ brand portfolio includes several category leaders. Bell is well known for its motorcycle and cycling helmets and accessories. For over 80 years, Riddell has been a top designer and developer of football helmet technology. Giro, which created the first lightweight, high-performance helmets for cycling and snowsports, continues to design products that complement the body and improve the ride experience. Blackburn is a well known for its lights, pumps, bags, racks, trainers and other bicycle accessories. Easton Cycling provides world-class cycling wheels and components to manufacturers and riders around the globe.
 
 
Headquartered in Scotts Valley, California, the company has 32 facilities worldwide.