Tippecanoe

For years I have heard and pronounced the word niche rhyming with the name for a female dog. Lately, I've heard it used sounding like the mid 20th century replacement for using the lord's name in vain - geesh. I'm now starting to wonder which is correct for a US speaker.

So, which is it?

Nitch

or

Neesh

Leave your vote in the comments.

As for me, I'm going to try to make my speech a little more urban and use "Nee-otch"