FOR CANSTAR THERE WILL ONLY BE BAUER
By Adnews Staff
U.S.-based Canstar Sports is going to consolidate all its brands under the Bauer name, with the goal of making itself the dominant player in the hockey equipment market. Canstar plans on "making a very significant increase in (advertising) spending" for the Bauer products, Canadian sales and marketing vice-president John Collins told Adnews last week. The restructuring will be done in two phases. The first will begin in January when Canstar's skate brands, Lang, Daoust, Micron and Mega will all be sold under the Bauer name. In January 1997, the company will consolidate its Cooper and Flak protective gear under the Bauer name. In Canada, Vickers & Benson Advertising of Toronto creates advertising, and Genesis Media of Toronto handles media buying.