Sports goods giant Nike Inc is unveiling a new brand strategy and logo for its Bauer and Nike Hockey brand in a push to strengthen its standing with global hockey athletes and retailers.

Under the new strategy, the Bauer and Nike Hockey brands will be marketed under the same banner, Nike Bauer, and resources from the two units will be combined.

Some of hockey's key athletes such as Jarome Iginla, Martin St Louis and Markus Naslund will help Nike Bauer research and development for the next generation of products.
 
Nike Bauer hockey president and Chris Zimmerman said: "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".

Nike and Bauer have been increasing their investment into hockey over the past few years and plan to further boost spending on the unit in the future.

Bauer's products, which include apparel, gloves, helmets, sticks and skates, are sold in more than 9,000 stores in at least 35 countries.

The brand joined Nike in 1995 and then became part of a subsidiary also containing the Nike Hockey brand in 1998.

Nike Inc is the world's leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.