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What does this say about Hockey's global footprint?
One day after dumping the Bauer hockey manufacturing brand for $200M USD (less than half of its purchase price in 1995), Nike outbid adidas for the supply rights to the French Soccer Federation to the tune of a whopping $470M USD.
Does this help provide a little perspective as to Hockey's place in the world of sports in terms of participation and following?
Yeah, Bob. The brand transition will definitely take some time and create more closeouts. Don't forget that the Nike/Bauer brand consolidation only hit their product line a year ago at retail. So, they created closeouts with the initial brand merger and will now have more obsolete inventory as a result of the Bauer sale.
Enigma, not sure you got my gist but I admire your passion. lol
tom, you're absolutely right. Nike anticipated inline hockey to grow to 2x the market of ice hockey.
two numbers for you:
$1.3B. That is Nike's soccer category sales for 2007. Their soccer division launched around the same time as they purchased Canstar (Bauer) in '95.
$600M. The estimated size of the ENTIRE global hockey market which is, incidentally, $100M less than Brand Jordan does for Nike on an annual basis.
Bob, it's true. I was there. The inline market was the entire crux of the acquisition. Nike knew they were overpaying but, they'd just hit $10B in sales and really thought the roller category was going to grow hockey into a Billion Plus industry.
Meanwhile, the industry has barely doubled in a decade, largely due to the influence of higher priced skates (thanks to Nike, actually) and one-piece composites (I'll pat myself on the back for this one, lol).
7 Answers
- Bob LoblawLv 71 decade agoFavorite Answer
Yeah, I saw these developments recently. Last night, they had an interview with the new owner of Bauer.....apparently the Nike swoosh will be phased out though, it will take about two years before they are gone.
Surprisingly......i find the numbers ALL seem low relatively speaking.
Doesn't come as a real shocker to me. Soccer is huge. It does shock me that Nike sold the rights (as you pointed out) for a little over half of what they bought it for.
Source(s): Tom- You listen to Bob McCown too much...lol........while in-line was much more popular back during their purchase.....even then it was a fraction of the overall. I heard McCown say the same thing....he is a tool. - tomjc43Lv 71 decade ago
Nike originally bought Bauer for the inline skate market. That seems to have died. The hockey market doesn't interest them. Never has never will. Sold it to a Canadian (living in Virginia) Sees that Bauer Brand will return.
- 1 decade ago
With Bettman running the NHL, which roughly aligns with Nike's ownership of Bauer, that number is far from surprising.
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- 1 decade ago
Wow!
Adidas owns the NHL uniform contract, what more do they need? (Unless they sell Rbk to Nike)
- SiggyLv 61 decade ago
yup...but that was no secret. My wife (who indirectly worked a contract for Adidas, told me about this bidding a while ago
