Nike's Failure

The words NIKE and successful marketing for years have been synonymous. Until recently it looked as though NIKE could do no wrong. Thirteen years after acquiring Bauer, and making bold promises that it would transform the business of hockey, Nike has put its Nike Bauer unit up for sale, a rare bit of comeuppance for one of the world's powerful brands. Nike put is logo on the popular hockey brand and customers didn't go for it. NIKE apparently has a chink in its armor.