Nike ends sponsorship of Hockey Canada

[LadyStanley]

Nike ends sponsorship of Hockey Canada

Nike, one of Hockey Canada's "premier marketing partners," has sponsored the organization since 1999.

theathletic.com

Was suspended. Now terminated


Fallout from 2018 WJC incident

Click to read more...

 

[Takuto Maruki]

How much of this is a simple admittance from Nike through other matters that they are done with hockey in general? They've had one foot out the door with hockey for years, and it seemed like a matter of time after they sold off Bauer that they'd slip out of the sport considering how little money it makes compared to other sports, this provides them good cover.

 

[RobBrown4PM]

How much of this is a simple admittance from Nike through other matters that they are done with hockey in general? They've had one foot out the door with hockey for years, and it seemed like a matter of time after they sold off Bauer that they'd slip out of the sport considering how little money it makes compared to other sports, this provides them good cover.

It could be a useful and convenient out.

But it can also be a distancing due to a irreparably damaged brand. Damage caused by both the actions of it's employees, and the organizations own inactions.

 

[NextBigThing]

Oh come on. They’re good Canadian boys.

 

[Tom ServoMST3K]

Could be a signal the final report is gonna be really bad, and Nike is getting out in front of pressure that will be put on program sponsors.

 

[LadyStanley]

Nike officially ends Hockey Canada sponsorship in wake of sexual assault scandals

Nike has officially cut ties with Canada's governing body of hockey, ending a partnership established nearly 25 years ago.

sports.yahoo.com

Yahoo Sports take

 

[Warden of the North]

I can already see the ad when they start up a new partnership, because who actually believes it will be permanent?

Itll have all the cliches. Lone skater in a dark arena. Deep rumbly voice over going on about winning, gold, goals, healing. A slapshot. People cheering. Something about working hard. "Coast to Coast", etc

 

[Sol]

An excuse from convenience. They haven’t had any solid interest in hockey for a while.

 

[Voight]

An excuse from convenience. They haven’t had any solid interest in hockey for a while.

Exactly.

Otherwise it makes no sense that they'd wait this long. Why not do it when the first news came out. year ago.

 

[King Woodballs]

Well at least we all know where Nike draws the line.
Sexual assault is bad and child slave labour is cool.

 

[awfulwaffle]

Well at least we all know where Nike draws the line.
Sexual assault is bad and child slave labour is cool.

Do you own any Nike apparel?

 

[hizzoner]

The part that one of their senior folks allegedly played in this affair -buying drinks and telling young women to be nice to players-may have played a role....

 

[93LEAFS]

How much of this is a simple admittance from Nike through other matters that they are done with hockey in general? They've had one foot out the door with hockey for years, and it seemed like a matter of time after they sold off Bauer that they'd slip out of the sport considering how little money it makes compared to other sports, this provides them good cover.

I think Nike has no interest in manufacturing equipment/skates. But, the huge margin on apperal and jersey's given there manufacturing ability is still enticing to them. Similar to how they are in skateboarding/golf for just shoes and clothes, but want nothing to do with making the actual equipment required to participate.

 

[King Woodballs]

Do you own any Nike apparel?

Nope I sure don’t

 

[Uncle Rotter]

Could be a signal the final report is gonna be really bad, and Nike is getting out in front of pressure that will be put on program sponsors.

Bauer would have probably had the same information when they re-established connections with Hockey Canada two weeks ago

 

[Uncle Rotter]

The part that one of their senior folks allegedly played in this affair -buying drinks and telling young women to be nice to players-may have played a role....

Director of Sports Marketing for Nike Canada

M.M.’s occupation is redacted in the application but he is described as someone whose job requires him to attend “functions such as this.” E.M. also told police that M.M. poured a shot of Jagerbomb in her mouth. She alleged that he was praising Player 1 and told her to “take care of him.”

 

[Takuto Maruki]

Similar to how they are in skateboarding/golf for just shoes and clothes, but want nothing to do with making the actual equipment required to participate.

...Nike still makes the shoes that are required to participate in skateboarding.

Moreover, Nike is still all forward when it comes to skateboarding, and has been for twenty years through the SB program. They've not really bothered putting that same effort into the hockey program since they sold off their stake in Bauer. Really, Nike are the reason why most every major shoe brand even bothered to have a skateboarding program. Hell, one of the people who helped build up the SB program into what it is, Gino Iannucci, just left for Asics's skate program.

 

[Voight]

Bauer would have probably had the same information when they re-established connections with Hockey Canada two weeks ago

Not to mention hockey is such a small part of Nike's business that any bad PR wouldn't make much of a difference to them. Their bottom line would still be very green.

 

[93LEAFS]

...Nike still makes the shoes that are required to participate in skateboarding.

Moreover, Nike is still all forward when it comes to skateboarding, and has been for twenty years through the SB program. They've not really bothered putting that same effort into the hockey program since they sold off their stake in Bauer. Really, Nike are the reason why most every major shoe brand even bothered to have a skateboarding program. Hell, one of the people who helped build up the SB program into what it is, Gino Iannucci, just left for Asics's skate program.

haha, Gino, I can watch that man push (greatest style of all time). Funnily enough, Adidas actually has been in skateboarding longer atleast at a sponsorship level (they've paid Gonz since the mid 90's), but they didn't re-configure and add guys like Buzenits, Silas, etc, until SB had taken off.

My point about Nike, was that Nike realized they want nothing to do with things they don't specialize in. Whether that is snowboarding boots, golf clubs, skateboard decks, etc. They love to be in the apperal and shoe market. They either never entered these industries (hard goods in skateboarding), or they have left them (snowboarding and golf clubs). So, Nike loves to be involved in things at what people in the skateboard industry would call soft goods. So, I see no reason they wouldn't want to exit Hockey outright. They just want to sell the jerseys, hats, t-shirts etc. Because they can mass produce these things at such a scale, that it is insanely profitable for them. Making niche products like sticks, skates, shoulder pads they are running away from as fast as they possibly can.

 

[Dirtyf1ghter]

Quite funny when I see who wears this brand in my country (France).

Most obviously, the exploitation of Asian workers.

 

[tarheelhockey]

haha, Gino, I can watch that man push (greatest style of all time). Funnily enough, Adidas actually has been in skateboarding longer atleast at a sponsorship level (they've paid Gonz since the mid 90's), but they didn't re-configure and add guys like Buzenits, Silas, etc, until SB had taken off.

My point about Nike, was that Nike realized they want nothing to do with things they don't specialize in. Whether that is snowboarding boots, golf clubs, skateboard decks, etc. They love to be in the apperal and shoe market. They either never entered these industries (hard goods in skateboarding), or they have left them (snowboarding and golf clubs). So, Nike loves to be involved in things at what people in the skateboard industry would call soft goods. So, I see no reason they wouldn't want to exit Hockey outright. They just want to sell the jerseys, hats, t-shirts etc. Because they can mass produce these things at such a scale, that it is insanely profitable for them. Making niche products like sticks, skates, shoulder pads they are running away from as fast as they possibly can.

This seems to be pretty standard behavior for shoe/apparel companies. They’re so close to sports that it’s tempting to get involved with equipment and other gear, but that’s never going to be their primary revenue driver. And they find out quickly that the overhead:profit ratio doesn’t make a whole lot of sense for a company that can just keep doubling down on shoes and shirts and make far more money that way. Not a surprise to see companies like Nike and Reebok get into hockey, and then slowly back toward the door.