Nike Inc introduces new logo & brand direction for Bauer Hockey

05 Oct '05

2 min read

Move designed to strengthen product innovation, inventory management and marketing impact leading into the NHL season, World Junior Hockey Championships and the 2006 Torino Winter Olympic Games.

In conjunction with a new look for the 2005 National Hockey League season, the upcoming 2006 IIHF World Junior Hockey Championships in Vancouver and the 2006 Torino Winter Olympic Games, Oreland based famous footwear maker Nike Inc and its Bauer subsidiary are unveiling a new brand strategy and logo to further 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 unsurpassed product innovation and marketing impact.

The new brand combines Bauer's rich heritage and leadership position in the hockey category (skates, sticks helmets, gloves and apparel) with Nike's undisputed reputation for innovation and product excellence across various sport categories.

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 marketingfocus.

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