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 and its Bauer subsidiary have announced a new strategy and logo for the hockey brand.

The move is intended to unify resources and create the strongest brand in the market, driven by product innovation and marketing impact.

"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."

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.