You reassess—look past the tried-and-true Nike formula—and leverage what you've got. We had Bauer, a sacred but dated hockey institution. We united Nike and Bauer and created Nike Bauer, a brand that ...

We knew and accepted this fact. Nike purchased Bauer in 1995, and two of its then-Bauer employees, Serge Berard and Phil Chiarella, purchased the Granby, Quebec, Bauer jersey business and renamed ...