Reebok International Ltd. is preparing to launch its new line of high performance hockey products, Rbk Hockey, and will get a little help promoting the products from some world-renowned hockey players.
The products, which Reebok subsidiary The Hockey Co. tested and developed, include skates, sticks and protective equipment. The new of Rbk Hockey product line will hit retail markets on March 1.
To support the product launch, Reebok created a multi-layered marketing campaign to begin in March called “The Switch is On,” which features new Rbk endorsees. Developed by The Hive Strategic Marketing of Toronto, the campaign promotes Reebok’s goals to “rethink,” “redefine” and “redesign” the look, feel and performance constraints of hockey products.
TV spots, print ads and Internet materials support.
Consumers interested in previewing the new line before it hits retail markets can log onto Rbkhockey.com starting Feb. 1 and sign up to receive news about the products.
Reebok will further promote its new products via hockey stars in the National Hockey League, the Canadian Hockey League, the American Hockey League and the ECHL, said Len Rhodes, VP-global marketing for The Hockey Co. Reebox and The Hockey Co. want to team up “the best products with the best players” to promote the new line, he said.
The Rbk Hockey line marks Reebok’s first major involvement in hockey.
“Reebok continues to be at the forefront of developing performance technologies that will define our industry and help the world’s best athletes push the limits of athletic achievement,” said Reebok Senior VP John Frascotti in a statement.
Reebok International acquired Montreal-based The Hockey Co. Holdings, Inc. for $204 million, including an assumed $125 million in debt, in June 2004. The Hockey Co. has a long-term licensing agreement with the National Hockey League, under which the company supplies game jerseys to all NHL teams.
NHL players have missed more than half of their regular-season games due to the lack of a collective bargaining agreement with team owners. Talks were scheduled to resume this week. When the NHL season resumes, teams will represent Reebox by wearing its new Rbk products, Rhodes said.
“Our products will be waiting for them,” Rhodes said of NHL players. “There’s still a lot of hockey to be played.”
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