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Sponsorships Advertising Marketing

NIKE TO SKATE AWAY WITH NEW HOCKEY LINE EARLY NEXT YEAR

          Nike, Inc. "will take on the competition in the North
     American hockey market" in early '97, with a full line of
     "swoosh-embossed" hockey skates and equipment, according to
     Anita Marks in the PORTLAND BUSINESS JOURNAL.  The effort is
     only a preview for a "worldwide marketing push" beginning
     with the '98 Winter Olympic Games.  Ed Kinnaly, GM for
     Nike's hockey division: "We want to be the leading hockey
     brand."  Nike entered the hockey arena in early '95 by
     purchasing Montreal-based Bauer for $395M.  But in this
     venture, Nike "is heading for entirely new distribution
     channels where the technical nature of the product makes
     success heavily dependent on support from retailers," and
     Nike's "success" could be determined by whether or not those
     retailers will follow Nike, or "stay loyal" with the top-
     selling Bauer brand.  Nike officials said they will "compete
     with their own Bauer brand with ... zest," but do not intend
     to "cannibalize the Bauer brand."  Initially, Bauer will
     produce a single style of hockey pants sold under the Nike
     logo, but within a year, Nike will develop its own line. 
     Bauer will then only make Nike's high-end skates and roller
     hockey skates, cushioned with Nike Air innersoles. 
          HITTING THE STORES:  In February '97, street hockey
     skates will debut in North American retail stores, selling
     for $225-$475.  In April, ice skates will be in stores at
     $220-$425 a pair.  The new Nike line will be previewed at
     the NHL All-Star game in San Jose in January.  National TV
     ads will debut during the All-Star game and a series of ads
     will run throughout post-season play in June.  
          OLYMPIC MOMENT: The "big show" will come during the
     Nagano Winter Games in '98, as Nike's Kinnaly says there is
     "no better stage" than the Olympics "for establishing us as
     a hockey presence ... The whole world has its eyes on those
     games" (PORTLAND BUSINESS JOURNAL, 11/25 issue).

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