Reebok 2009 Annual Report Download - page 89

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GROUP MANAGEMENT REPORT – OUR GROUP Reebok-CCM Hockey Strategy 85
Increase profitability through
supply chain efficiencies
Another strategic priority for Reebok-CCM
Hockey is to continue to pursue a move-
ment away from own manufacturing to
sourcing goods. However, the segment
will maintain manufacturing activities
in areas where it is a distinct competitive
advantage to do so, such as is the case
for performance products destined for
pro level athletes.
Product education programmes
to support retail partners
Reebok-CCM Hockey provides its stra-
tegic retail partners with product educa-
tion programmes, in-store merchandis-
ing programmes and on-the-floor staff
support. Reebok-CCM Hockey develops
retail segmentation programmes that
help create differentiated packages for its
key accounts. Core distribution channels
include hockey specialty shops, sporting
goods retailers and in-arena concessions.
ENHANCED HEEL-LOCK
PUMP™ TECHNOLOGY
The 11K Pump is a good example of Reebok Hockey’s commitment
to innovation leadership. The 11K Pump is lighter and more
powerful than any Reebok skate to date. The embedded composite
technology solidifies the skate and controls flexion, while the
power system gives the skate an intuitive feel with a more agile
performance. Coupled with PUMP™ technology, the skate
stands out in terms of comfort and adaptability and offers the
maximum in personal customisation. The skate enhances heel-
lock, ankle support and advanced forward flex, resulting in a
secure fit.
11K Pump P
01