NEWS AND MEDIA

Gear Up Like NHL’s MVP... Sidney Crosby and Reebok Unveil New Rbk SC87 Signature Line of Footwear, Apparel and Hockey Equipment

20 Aug 2007

Toronto (Aug. 21, 2007) – Reebok and the world's No. 1 hockey player, NHL Most Valuable Player, Sidney Crosby, are teaming up to bring fans and players the latest apparel, footwear and hockey equipment under the Rbk SC87 brand name.

As part of 'Brand Crosby Month' at Sport Chek retail locations across Canada, fans are offered a complete range of new Rbk SC87 styles of footwear, apparel and hockey equipment for men, boys and girls, inspired by Sidney himself.

Featuring lifestyle and performance driven clothing, shoes and some of the latest advancements in hockey equipment, the Rbk SC87 collection will have hockey fans and players looking and performing their best whether they are on the street, at the gym or on the ice.

“When I’m training, traveling or at home with friends, I need comfortable clothing and shoes that reflect my own personal style and the Rbk SC87 collection has me totally covered,” said Crosby, the youngest player and the only teenager ever to win a scoring title in any North American pro sports league.

“We’re proud to work with Sidney on bringing fresh and innovative new designs to the Rbk SC87 collection”, says Matt O’Toole, President and CEO of Reebok Canada. “We wanted to combine fashion and performance elements inspired by Sidney’s lifestyle – from his closet to his gym bag, and bring that to Canadian consumers from coast to coast.”

Sidney Crosby’s connection with Reebok started back in 2005, when he chose Rbk as his brand of choice with a multi-year partnership. Crosby, who began playing hockey at age 2 and gave his first newspaper interview at 7, was the first player selected in the 2005 NHL draft.

What are Crosby's favourite items from the Rbk SC87 collection?

“I'm rarely without my Rbk mesh cap”, said Crosby. “It’s an honour to have my own logo designed after my initials and jersey number, in the colours of the Pittsburgh Penguins”, he added. On the ice, Sidney wears Rbk 9k Pump skates and the complete line of Rbk hockey equipment. All pieces within the Rbk SC87 collection feature the SC87 shield.

Designed for Canada's active hockey fans, the Fall 2007 Rbk SC87 collection features styles for men, boys and girls and is available exclusively at The Forzani Group banners (Sport Chek, National Sports and Sports Experts).

“Sport Chek has a legacy of connecting Canadians with authentic products relating to their favourite sports. Partnering with Reebok gives us the opportunity to connect consumers with their favourite sporting icons,” says Bill Gregson, President and COO, The Forzani Group Ltd. “We’re proud to have been selected as the exclusive retailer in Canada for the Rbk SC87 collection.”

The Rbk SC87 Collection

The Rbk SC87 collection includes apparel (SRP $25 to $70), footwear ($40 to $90) and accessories (SRP $26 to $30). The collection’s designs are available at all Sport Chek, National Sports and Sports Experts locations nationally, including three unique shop-in-shop concepts located within Sport Chek stores in Halifax, Dartmouth and Kelowna.

Sidney is also featured in the new Reebok / Forzani multi-faceted national campaign which includes a new 30-second TV commercial, print ads, in-store features, as well as a web-based consumer contest to win a trip to watch Crosby play in Pittsburgh during the 2007-2008 season. An exciting ‘gift with purchase’ promotion also provides consumers with the opportunity to receive a limited edition series of “Upper Deck” hockey cards featuring Sidney Crosby.

The Forzani Group Ltd. is Canada's largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products, operating stores from coast to coast, under five corporate banners: Sport Chek, Coast Mountain Sports, Sport Mart, National Sports and Hockey Experts. The Forzani Group is also a franchisor under the banners: Sports Experts, Intersport, Econosports, Atmosphere, Pegasus, Tech Shop, Nevada Bob's Golf, Hockey Experts and The Fitness Source. The Company has websites for several of its corporate and franchise banners which can be accessed through its main website at www.forzanigroup.com

Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.rbk.com.

For additional information contact: Derek Baker Porter Novelli for Reebok Canada Inc. 416.422.7158 derek.baker@porternovelli.com