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).
