NEWS AND MEDIA

Reebok Launches Hard-hitting “I Am What I Am” TV And Print Ad – Starring Hockey Hero Sidney Crosby

11 Nov 2005

Ads Will Debut Brand's New, Innovative Rbk 9K Pump Hockey Skate

Canton, MA (November 10, 2005) - Reebok scores hockey star Sidney Crosby as the newest celebrity to be featured in the brand's "I Am What I Am" global advertising campaign. The :30 TV spot and print ad will feature Pittsburgh Penguins standout Crosby wearing Reebok's new Rbk 9K Pump Hockey Skate, which provides athletes with the ultimate in customization by self-inflating around the foot for a perfect fit and feel. Reebok's new "I Am What I Am" ad will trace Crosby's most poignant moments growing up as a young hockey player in Novia Scotia.

Created by New York advertising agency McGarryBowen, Reebok's "I Am What I Am" campaign celebrates authenticity and individuality. The brand's newest ad featuring Crosby and the Rbk 9K Pump Hockey Skate will launch in consumer and trade publications throughout North America beginning November 14th. The TV spots will debut on December 1st in hockey markets in Canada and the United States. In addition, the ad will air on http://www.rbkhockey.com/ on November 15th.

"Since Sidney played his first hockey game at age 5, it was apparent he had talent beyond his years to forever change the game," said Len Rhodes, Vice President of Marketing of Reebok's Montreal-based The Hockey Company headquarters. "Our new ‘I Am What I Am' ad focuses on how authentic Sidney is to the sport by taking consumers through some of his most powerful memories as a young hockey rising star. Sidney lived and breathed the sport from day one, and this inspirational ad showcases the dedication and perseverance it takes to be a top player."

Crosby performs in the new Rbk 9K Pump Hockey Skate. The skate hits retail on November 15th at select hockey stores. Featuring innovative Pump customization technology, the Rbk 9K Pump Hockey Skate is currently worn by 25 other NHL players including Chris Pronger, Tony Amonte and Alex Tanguay.

At age 7, Crosby was already being interviewed about his hockey talents and drawing attention across Canada. By 14, he was being featured on national Canadian television and his celebrity was growing with each goal. The Hockey News compared the young player to Wayne Gretzky, calling him "The Next One." The Great One himself has said publicly that Crosby has the talent to break his own NHL scoring records.