Nike Unloads Two Brands

Recently, Nike announced that it would be selling its Cole Haan and Umbro brands. Nike claims the move is to allow it to concentrate on its namesake and other related brands.  This is just another example of a company realizing that more brands is not necessarily "more better."  See the recent dropping of brands by the American automakers. 

This makes sense for Nike given that its Nike and Jordan brands serve Nike's core consumers.  Higher end dress shoes and accessories (Cole Haan) and soccer equipment and apparel (Umbro) do not complement those brands with Nike's consumers as well as Converse and Hurley which are two other brands that Nike will be trying to grow. 

Indeed, if the recent design for the U.S. soccer national teams is any indication, Nike should probably just get out of the soccer arena altogether.  I do not understand how a company who can design decent looking jerseys for the likes of Arsenal, Barcelona, Juventus, Portugal, and Brasil cannot seem to create a good looking jersey for the United States.  Ah, but I digress . . .

Nike's decision underscores the need to understand the strengths and weaknesses of your trademarks and how they fit within the strengths and weaknesses of your business.  It is always a good idea to review your company's intellectual property to determine if changes need to be made.  In addition, a periodic intellectual property review can also find underused or under protected intellectual property.  This, in turn, could lead to a revision (strengthening) of your company's intellectual property protection plan.  An intellectual property attorney can assist you in conducting such a review.