New logo and brand direction for Bauer
October 04, 2005
Beaverton, Ore. (4 October, 2005) – 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, NIKE, Inc. (NYSE:NKE) and its Bauer subsidiary are today 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. “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. Founded more than 75 years ago, Bauer became part of Nike in 1995 through an acquisition. In June 1998, Nike announced the formation of a subsidiary that marketed both the Bauer and Nike Hockey brands. Both organizations benefited from the association: Bauer brings unparalleled hockey research and development to the table, while Nike adds global marketing expertise and a proven track record of product innovation and commitment to athletes. NIKE, Inc. based in Beaverton, Oregon is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; NIKE Bauer Hockey Inc., a leading designer and distributor of hockey equipment; Cole Haan(R), which designs, markets, and distributes fine dress and casual shoes and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories and Exeter Brands Group LLC, which designs and markets athletic footwear and apparel for the value retail channel. *The new logo will join the family of registered marks distinguished by Nike world famous Swoosh and Bauer’s recognized commercial identity for developing and marketing innovative hockey products.