06 Oct 2005
Brand Scores New Hockey Athlete Endorsees, Launches New Advertising and Creates Innovative On-Ice Gear for 2005/06 Season
Canton, MA (October 4, 2005) - Reebok International (NYSE:RBK), the exclusive worldwide manufacturer and marketer of authentic, replica and practice jerseys for the National Hockey League (NHL), skates off with exciting initiatives launching at the start of the 2005/06 NHL season including new athletes, advertising and performance gear.
This season, several NHL super stars "made the switch" and will now be wearing Rbk Hockey skates and equipment during games. The Rbk Hockey family features a number of top NHL players including: Chris Pronger of the Edmonton Oilers, Pavel Datsyuk of the Detroit Red Wings, Tony Amonte and Dion Phaneuf of the Calgary Flames, 2004 Calder Trophy winner Andrew Raycroft and Patrice Bergeron of the Boston Bruins, Daniel and Henrik Sedin of the Vancouver Canucks, David Aebischer and Alex Tanguay of the Colorado Avalanche, Sidney Crosby of the Pittsburgh Penguins and Curtis Joseph of the Phoenix Coyotes.
In an effort to keep these exciting players and their equipment in the forefront, Reebok announces a new multi-faceted campaign that links all of the brand's hockey marketing and advertising efforts under "The Switch is On" umbrella. Created by Toronto advertising agency, The Hive Strategic Marketing, "The Switch is On" features Rbk Hockey's new endorsees and leverages Reebok's dominant position at the NHL level.
The campaign highlights Reebok's commitment to innovation and its goal to "Rethink, Redefine, and Redesign" the look, feel and performance limits of its hockey products, while still remaining true to the game and its long history and tradition. The campaign will include TV, print, online, in-arena and direct mail executions in all 30 NHL markets. In addition, Reebok is prominently featured in the NHL's new "Warrior" campaign with major exposure emanating from Rbk branded product throughout the television spots.
Marking a first for a campaign of this nature, the NHL will allow Reebok to sponsor the red and blue lines at every NHL arena. The Rbk logo will be prominently integrated into the dasherboards within the official red and blue lines in every NHL arena.
"Our new Rbk Hockey campaign is unlike anything the hockey world has ever been able to accomplish before," said Len Rhodes, vice president of marketing for Rbk Hockey. "Our strategic partnership with the NHL has allowed us to secure a competitive edge in the marketplace and has allowed the brand to activate at strategic consumer 'touch points' both on and off the ice."
"Reebok has always been a brand that puts performance and quality first," said Chris Pronger, defenseman for the Edmonton Oilers. "It was clear, from the first time I laced up my Rbk skates, that their commitment to quality and attention to detail would seriously benefit my game."
In addition to new athletes and new marketing, Rbk Hockey will launch a new line of ultra-high performance hockey products that will be used by NHL players throughout the 2005/06 season. The new Rbk Hockey collection of skates, helmets, sticks and protective equipment offer unmatched customizability and feature innovative proprietary technologies and materials never before used in hockey equipment.
Some of the new equipment that fans will see on the ice includes:
Rbk 9k Pump Skate: The new Rbk Pump Skate features Reebok THE PUMP technology, providing custom fit for ultimate response and performance. Sidney Crosby will showcase the new skate when he hits the ice for the Pittsburgh Penguins.
Rbk 8K FitLitetm Helmet: The 8K is the lightest helmet ever developed and features Reebok's MICRODIAL technology, a unique circumference adjustment dial that makes it the first-ever fully-customizable 360° hockey helmet. More than 100 NHL Players have switched to the new Rbk helmet.
Rbk 7K full Composite Stick: Perfectly balanced, the 7K stick features a seamless construction that offers a more consistent and durable shaft. The 7K stick features Super Lite aerospace-grade graphite for a lighter stick and a quick release.
Rbk Premier Series Goalie Equipment: Developed by goalie guru Michel Lefebvre, the new 11 inch pads meet the NHL's new equipment standards and deliver ultra lightweight performance benefits.
This 2005/06 season, all Rbk Hockey equipment and uniform products sold at retail will feature the NHL Shield. The NHL Shield alerts consumers to fact that the products they purchase bearing the Platinum shield are the same authentic products worn by their favorite NHL heroes.
Earlier this year, Reebok signed a multi-year partnership agreement to be the official apparel provider for the National Hockey League. As part of that deal, Rbk Hockey is now the exclusive supplier of authentic "on-ice" game jerseys to all 30 NHL teams, the exclusive worldwide manufacturer and marketer of authentic, replica and practice jerseys and the exclusive locker room supplier of NHL authentic apparel.
Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, KOHO, JOFA and Greg Norman Brands. Sales for 2004 totaled approximately $3.8 billion.