SCOTTS VALLEY, Calif. (BRAIN) — This week Easton-Bell Sports officially changed its name to BRG Sports, a change the company announced in February when it sold its Easton-branded baseball and softball business to Bauer.
The $330 million Bauer deal included the sale of the Easton trademark, which BRG Sports is licensing back from Bauer for use on its Easton cycling and hockey products (the company said it expects to sell off its hockey business "in the next few weeks" to focus on action sports and its Riddell football helmet business).
"As BRG Sports, we will focus our resources on important strategic initiatives in each brand to assure we continue our leadership in innovation and drive future market growth. While these are not new concepts for us, with a refined emphasis and a new capital structure, we will align our people, plans and processes to deliver new levels of success," BRG executive chairman and CEO Terry Lee said in a letter to employees.
BRG brands now include Bell, Giro, Blackburn, Easton cycling and Riddell. In an interview published in the March 15 issue of BRAIN, Lee said BRG is an acronym for Bell, Riddell and Giro. Easton cycling and Blackburn are not part of the name; Lee explained that, "There’s a limit to how many initials we can put in the name.”
The company's new website is brgsports.com.