Bats -they're just ordering them in, purely from a selling point of view so never likely to be producing unusual shapes etc, I can't see an non-cricket company deciding to set up their own bat manufacturing operation from scratch. Big companies coming in to cricket have produced some seriously nice softs and shoes though.
Edit - in fairness, Puma has actually done some different things with bats, and Adidas put out Pellaras with quite different spine shaping for at least one season. Also the newest NBs are duckbills - even if that's hardly an innovation, it's a lot better than Kookaburra offered for a lot of years!