Nike, Inc. and its Bauer subsidiary unveiled a new brand strategy and logo to help leverage their combined strengths for global hockey athletes and retailers. Following an offensive-oriented plan, the move is intended to unify resources and create the strongest brand in the market driven by “product innovation and marketing impact.”
The new brand combines Bauer's heritage and position in the hockey category (skates, sticks helmets, gloves, and apparel) with Nike's reputation for innovation and product excellence across various sport categories.
“A simplified brand strategy will allow us to provide the most profitable solution for our retail accounts and yield performance benefits for the hockey athlete,” said Chris Zimmerman, president and CEO of Nike Bauer Hockey. “Currently Bauer sells products in over 9,000 stores in more than 35 countries worldwide and is the leading skate of choice wherever competitive hockey is played. By leveraging the strengths of the two strong brands, we have an even greater opportunity to compete and deepen the connection with this unique consumer.”
As an example of the consumer and retail opportunity, the revolutionary “Nike Bauer SupremeOne 90” is expected to debut as the lightest skate product available in the marketplace. It will be among the first products to appear on the ice with the new logo and marketed under the new single brand strategy.
Nike and Bauer have been increasing their investment into hockey for the past several years and that will only increase over time. Under the new strategy, the Nike Bauer Hockey brand will utilize some of the sport's premier athletes, including Jarome Iginla, Martin St. Louis and Markus Naslund to assist its research and development efforts for the next generation of innovative products and also realize the benefits that result from a single brand marketing focus.
