10 Oct 2006
Montreal, Quebec, CANADA (October 10, 2006) – The spotlight falls on Reebok hockey athlete Sidney Crosby in the newest execution of the brand’s acclaimed "I Am What I Am" global marketing platform. Portraying more than his exceptional on-ice talent, the latest "I Am What I Am" campaign will also give consumers a glimpse into Sidney’s life off the ice and away from the rink. The ads will air on sports television networks throughout North America including Sportsnet, ESPN and TSN and can also be seen in print in major hockey publications, including The Hockey News and USA Hockey.
"Through Reebok’s 'I Am What I Am' campaign, fans will get a unique glimpse into a more personal side of Sidney Crosby that’s not readily apparent on the ice," said Yan Martin, Marketing Director for Rbk Hockey. "Sidney believes in being true to himself and working hard to achieve his goals and those are genuine messages that he hopes to convey."
In the new Rbk Hockey integrated campaign, Sidney explains what control means to him. While the playing environment, crowd, and other outside factors cannot always be controlled, they can be counteracted through mental preparation and concentration. Sidney’s message: "There are a lot of things in this game I don't control. But then again, there are some things that I do."
The new "I Am What I Am" campaign is accompanied by a fully interactive micro-site—"Sidney360"—accessible at www.rbkhockey.com. The site allows fans to take a peek into Sidney’s hockey bag and see what he carries with him to the rink, while they can also see what he wears on an off-day and what he does to relax. "Sidney360" features insider information about the young hockey prodigy, including comments from the star himself, as well as his NHL statistics, the very latest Sidney news, a forum, video clips, and many more multimedia resources. Unique behind-the-scenes video images exclusive to Rbk Hockey and not available anywhere else are featured on the "Sidney360" micro-site with more to be revealed in the coming weeks.
In both television and print executions, Sidney wears the Rbk 9k Pump skate which features cutting-edge air chamber technology to provide a custom fit for ultimate comfort and performance. Several other items from the Rbk footwear and apparel collection are also featured in the campaign, notably the Speedwick performance T-shirt with PlayDry technology for optimum moisture control, and the Rbk Pump Hyperdrive training shoe.
The campaign was created by Toronto advertising agency The Hive Strategic Marketing. To find out more about Sidney and his equipment, visit www.rbkhockey.com and navigate to the "Sidney360" micro-site.