Reebok 2010 Annual Report Download - page 109

Group Management Report – Our Group Other Businesses Strategy Reebok-CCM Hockey Strategy 105
− 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 Canadian Hockey League (CHL) and
many of the European National (8) and
Elite League (60) teams. Reebok-CCM
Hockey is also the official equipment
supplier of the AHL, the CHL and
the ECHL. 100% of all NHL players
wear the Reebok Edge uniform which
consists of the 30 teams’ home, away
and third game jerseys and socks.
− 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 customised
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,
Patrice Bergeron, Roberto Luongo
and Marc-Andre Fleury. CCM Hockey’s
roster of player endorsees includes
Alexander Ovechkin, Joe Thornton,
Vincent Lecavalier and John Tavares.
Key strategic categories to drive growth
Reebok-CCM Hockey intends to accom-
plish growth through a continuous
stream of product launches in its three
key category priorities: skates, sticks and
apparel.
− Skates: The focus in the skate
category is to drive market share
increases through products addressing
critical aspects such as fit, weight and
durability. For example, in 2010, a new
line of Reebok Hockey skates, led by
the 11K Pump, was launched featuring
an advanced fit element and was also
designed with a focus on lightweight and
durable materials. In the fourth quarter
of 2010, CCM Hockey launched the next
generation of its U+ platform which
features the CCM U+ Crazy Light skate,
the brand’s most thermo-formable and
customisable skate to date. The rest of
the line will be delivered to the market by
April of 2011.
− Sticks: To drive future growth in the
sticks category, Reebok-CCM Hockey
focuses on developing new technologies
that incorporate enhanced power, feel,
flexibility and weight. Launched in the
fourth quarter of 2010, Reebok Hockey’s
11K Sickick III stick features Dual Matrix
and Guided Blade Technologies that
are engineered to provide players with
a quicker release and improved puck
control.
CCM
U+ Crazy Light skate see p. 71
In 2011, CCM will embark on a global
launch of its new CCM U+ Crazy Light
stick, the lightest performance stick in
the marketplace, along with the launch
of the U+ Crazy Strong stick, a high-
performance stick engineered to offer
greater durability.
− Apparel: Reebok-CCM Hockey will
strive to further leverage its league part-
nerships and exclusive uniform status
to drive growth. The Reebok Edge NHL
Jersey features a four-way Stretch Mesh
to provide players with maximum venti-
lation and range of motion. In addition to
official uniforms, Reebok-CCM Hockey
will take advantage of its status as the
official NHL locker room performance
apparel supplier, and its exclusive rights
related to the NHL Players’ Associa-
tion (NHLPA) for name and numbered
apparel and headwear. NHL locker room
performance apparel relates to the
apparel that pro athletes wear under
their jerseys during a game, or to work
out and train in the gym.
CCM
U+ Crazy Light stick see p. 71
A key product initiative in this area is
Reebok Speedwick apparel. Designed
to feel like cotton, fabrics used in this
apparel are breathable and inhibit the
growth of bacteria by utilising anti-
microbial yarns. Furthermore, in 2011,
Reebok Hockey will introduce ZigTech
technology in hockey-related perform-
ance and training apparel. ZigTech
apparel is engineered with Celliant
fibres that according to laboratory tests
cause more oxygen in the skin exposed
to the apparel than a regular polyester
garment. This allows players to optimise
their energy recovery during off-ice
workouts and during games.
Increase profitability through supply
chain efficiencies
Another strategic priority for
Reebok-CCM Hockey is to continue to
pursue a movement away from own
manufacturing to sourcing goods.
However, manufacturing activities will be
maintained 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.
Pricing strategy mirrors product
positioning
Reebok-CCM Hockey’s pricing strategy
is consistent with its positioning as a
high-performance company. Through
a commitment to product innovation,
Reebok-CCM Hockey’s pricing strategy is
to dominate the market in the premium
price segments and to be a strong
competitor within the mid-price segment
of the market.