Reebok 2010 Annual Report Download - page 108

104 Group Management Report – Our Group Other Businesses Strategy 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 hockey brand. Its products are
designed with emphasis on innovative
visible technologies that speak to an
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 speaks to a consumer
seeking performance and quality.
Reebok-CCM Hockey’s primary goal is
to lead in the high-end performance
segment of the hockey market. Therefore,
Reebok-CCM Hockey has a clear focus
on product innovation, supported by
professional player validation achieved
by having the best athletes in the world
play with Reebok-CCM Hockey products.
Further, differentiated marketing and
brand campaigns 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,
increasing demand for Reebok-CCM
Hockey products.
CCM Hockey
Campaign see p. 232
Product innovation matches
brand positioning
The key priority for Reebok-CCM
Hockey’s innovation team is to design
and market products that are targeted
to be different and better than those
of the competition, with a dedication
to providing elite athletes with high-
performance products. With its emphasis
on continued product innovation,
products incorporate proprietary
and patented technological advances
see Research and Development, p. 110.
Reebok Hockey’s The Pump skates,
KFS protective equipment, O-Sticks,
the 11K helmet and the Edge uniform
exemplify the brand’s breakthrough
technologies. CCM Hockey’s product
innovation story is led by its family of
U+ high- performance equipment,
including the customisable CCM U+ Crazy
Light skate and the CCM U+ stick, the
lightest high- 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 performance credentials, and
both brands are highly visible among
professional hockey leagues worldwide.
Reebok-CCM Hockey at a glance
About Reebok-CCM Hockey Reebok-CCM Hockey is one of
the world’s largest designers,
manufacturers and marketers of
hockey equipment and apparel with
two of the world’s most recognised
hockey brand names: Reebok Hockey
and CCM Hockey.
Brand mission To lead in the high-end performance
segment of the hockey market.
Brand attitude CCM Hockey: Performance Within
Reebok Hockey: Your Move
Key markets Canada, USA, Scandinavia, Russia
Focus areas Skates, sticks, NHL licensed apparel
Key strategic pillars – Product innovation
– Pro validation
– Dual brand portfolio
Net sales in 2010 € 200 million
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