Reebok 2011 Annual Report Download - page 92

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
88
2011
02.4 Other Businesses Strategy Reebok-CCM Hockey Strategy
02.4
Reebok-CCM Hockey Strategy
Reebok-CCM Hockey is one of the world’s largest designers,
manufacturers and marketers of ice hockey equipment and related
apparel under two of the most recognised ice hockey brand names:
Reebok Hockey and CCM. Reebok-CCM Hockey equips more profes-
sional hockey players than any other company, including NHL super-
stars such as Sidney Crosby and Pavel Datsyuck. Reebok-CCM Hockey
is also the official outfitter of high-profile leagues such as the NHL
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. Reebok Hockey is a global hockey brand. Its
products are designed with emphasis on innovative visible technol-
ogies that speak to an expressive, image-conscious consumer.
CCM is hockey’s most authentic brand, having been in existence since
1899. CCM 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
perform ance 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. Furthermore,
differentiated marketing and brand campaigns are targeted towards
the intended consumer segments, 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.
13 CCM
U+ Crazy Light Protective
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. 95 . Reebok
Hockey’s The Pump skates, KFS protective equipment, Sickick and A.i
sticks, the 5-Point Safety System 11K helmet and the Edge uniform
exemplify the brand’s breakthrough technologies. CCM’s product
innovation story is led by its family of U+ high-performance equipment,
including the customisable CCM U+ Crazy Light skate, the CCM U+
stick and U+ Crazy Light protective, the lightest high-performance
protective in the world PICTURE 13 .
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 ice hockey leagues worldwide.
– 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 United States Hockey League (USHL), the
East Coast Hockey League (ECHL) and numerous National Colle-
giate Athletic Association (NCAA) Division 1 institutions.
12 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 ice
hockey equipment and apparel with two of the
world’s most recognised ice hockey brand names:
Reebok Hockey and CCM.
Brand mission To lead in the high-end performance segment
of the hockey market.
Brand attitude Reebok Hockey: Your Move
CCM: Performance Within
Key markets Canada, USA, Scandinavia, Russia
Focus areas Skates, sticks, NHL licensed apparel,
protective & helmets
Key strategic pillars
– Product innovation
– Pro validation
– Dual brand portfolio
Net sales in 2011 € 210 million