How Did Bauer Become The Biggest Hockey Equipment Brand?

We’ve all heard of Bauer. It is by far the most well-known brand of hockey equipment on the market, selling the highest rated hockey skates in the world. But how did this happen?

Bauer’s success did not come suddenly, but rather appears to have come from a series of well-calculated investment moves over the past few years. Here is how it went.

The start of the company

Bauer might be a hockey giant now, but that’s not always the case. The company was a family business when it was founded in 1927 in Kitchener, Ontario. At the time, Bauer was the only hockey company to produce skates with the blade permanently screwed into the shoe. This creation first put the company on the map of hockey equipment.

The Bauer name was taken further when hockey pro Bobby Bauer got married into the Bauer family. The two Bauers were not related, so Bobby, marrying into the Bauer hockey family, brought the Bauer Hockey name to more hockey fans. Another celebrity endorsement came in the 1960s from Bobby Hull. The addition of professional players to promote Bauer products has made the company more popular among lower level players who want to play as well as their heroes.

In the 1970s, Bauer introduced his now famous Tuuk blade. This blade system is still used in modern skates, but was first promoted by Jim Roberts.


In the mid-1990s, Nike thought it wanted to get into skating sports. He bought Bauer as a subsidiary, hoping to create a new line of inline skates. Nike might be a company superstar in the sports world, but they didn’t have a clue of the hockey world.

Nike renamed Bauer in 2006 to be called Nike Bauer, but that was only for two years. In 2008, Nike sold Bauer to investors preying on struggling companies. It was the first time that Nike attributed theirs to the name of another brand.

Modern years

Since their split from Nike in 2008, Bauer has reinvented itself with the advice of the investors who acquired it. The company’s most recent strategy focused less on technology than on acquisition. Bauer actively acquired smaller hockey brands in an effort to further increase the brand’s reach and success.

The reason for this shift is that investors were more interested in investing in growing the business rather than focusing on repeating what the brand is already doing. Nor are all brands of hockey that they acquire. The company bought an underwear company called Jock Plus which is known for its Kevlar armor shirts. He expanded further into the lacrosse market, buying Maverik Lacrosse. Now Bauer is taking the knowledge of these brands and working on building more unique hockey equipment that can be enjoyed by players of all skill levels.

Final words

To put it simply, Bauer has made a name for himself in several ways. The first, and the most lasting, is the company’s desire for innovation. They started with blades that were attached to the boots and progressed to the most modern hockey technology on the market.

The second factor was celebrity endorsements. Having professional hockey players vouch for your product and use it during games says a lot about the quality you produce.

Finally, Bauer has stayed on top of the hockey world because he’s been around for so long. The company was founded at the beginning of the 20th century and has continued to grow and modernize over the years. They have been flexible enough to meet new player needs and are always changing what they offer. Take the example of their new adjustment system. To prevent wide-footed players from having to purchase skates that don’t perform at their level to match their foot size, Bauer completely redesigned their fit system, allowing more choices for skaters with feet. wide.

As Bauer continues to incorporate the latest technology, the company will always stay ahead of the needs of gamers, stating that they will always be a popular brand.

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Jothi Venkat

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