Reebok 2009 Annual Report Download - page 88

84 GROUP MANAGEMENT REPORT – OUR GROUP Reebok-CCM Hockey Strategy
Reebok-CCM Hockey Strategy
Reebok-CCM Hockey is one of the world’s largest designers, manufacturers and marketers of hockey equipment and related
apparel under two of the most recognised hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey equips
more professional hockey players than any other company, including NHL superstars such as Sidney Crosby and Alexander
Ovechkin. Reebok-CCM Hockey is also the official outfitter of high-profile leagues such as the National Hockey League as well
as several NCAA and national teams. Reebok-CCM Hockey’s strategy is to increase market share by leveraging its multi-brand
approach to speak to different consumer groups, supported by its dedication to innovate for the leading athletes in the sport.
Focus on high-end performance
Reebok-CCM Hockey has a dual brand
portfolio consisting of Reebok Hockey
and CCM Hockey. Reebok Hockey is a
global brand that celebrates individuality
in sport and in life. Its products are
designed with emphasis on innovative
visible technologies that speak to a more
expressive, image-conscious consumer.
CCM Hockey is hockey’s most authentic
brand, being in existence since 1899.
CCM Hockey embraces the physical side
of the game and is all about guts and
glory. The brand speaks to a consumer
seeking performance and quality.
Reebok-CCM Hockey’s primary
focus is to lead in the high-end perform-
ance segment of the hockey market.
Continued success in the hockey market
will be driven through a concerted focus
on product innovation, supported by
professional player validation achieved by
having the best athletes in the world play
with Reebok-CCM Hockey products.
Differentiated marketing and brand cam-
paigns are targeted towards the intended
consumer segment, for example players
or fans. In-arena and partnership-based
marketing programmes, consumer
campaigns and web-based initiatives
are designed to create brand exposure,
creating demand for Reebok-CCM
Hockey products.
Product innovation matches
brand positioning
The key priority for Reebok-CCM
Hockey’s innovation team is to design,
develop and industrialise products that
are targeted to be visibly different and
demonstrably better than that of the
competition, with a dedication to provid-
ing elite athletes with high- performance
products. With its emphasis on continued
product innovation, products incorporate
proprietary patented techno logical
advances under both brands within
the Reebok-CCM Hockey portfolio.
Reebok Hockey’s Pump Skates, O-Sticks
and the Edge Uniform exemplify the
brand’s breakthrough technologies.
CCM Hockey’s product innovation story
is led by its U+™ Skate, the only truly
customisable skate in the market, and
the U+™ Stick, the lightest performance
stick in the world.
Professional player validation
Reebok-CCM Hockey recognises that
success with the consumer is heavily
influenced by exposure generated at
the Pro League level. Product usage by
the best players in the game validates
Reebok-CCM Hockey’s product perform-
ance credentials, and both brands are
highly visible among professional hockey
leagues worldwide.
The strongest league partnerships:
Reebok-CCM Hockey has the strongest
league partnerships within the industry.
It is the exclusive licensee of jerseys
for the National Hockey League (NHL),
the American Hockey League (AHL),
the ECHL, the Canadian Hockey League
(CHL) and many of the European National
(5) and Elite League (33) teams. 99% of
all NHL players wear at least one piece
of Reebok or CCM Hockey equipment.
Reebok-CCM Hockey is also the official
equipment supplier of the AHL, the CHL
and the ECHL.
Impressive roster of Pro Player
endorsees: Reebok-CCM Hockey has
formed endorsement partnerships with
many of the best athletes in the world.
With manufacturing capabilities close
to the world’s major leagues, the two
brands can respond rapidly with custom-
ised solutions. This provides a strong
competitive advantage in attracting key
pro athletes. The Reebok Hockey brand
is currently endorsed by NHL players
such as Sidney Crosby, Pavel Datsyuk,
Roberto Luongo and Marc-Andre Fleury.
CCM Hockey’s roster of player endorsees
includes Alexander Ovechkin, Joe
Thornton and Vincent Lecavalier. In 2009,
Reebok-CCM Hockey made an unpre-
ce dented move in the hockey world by
signing the three top overall NHL Draft
picks – John Tavares (CCM Hockey), Matt
Duchene (Reebok Hockey) and Victor
Hedman (Reebok Hockey).