Reebok 2012 Annual Report Download - page 120

adidas Group
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2012 Annual Report
Group Management Report – Our Group
98
2012
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02.4
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Other Businesses Strategy
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Reebok-CCM Hockey Strategy
Reebok-CCM Hockey Strategy
Reebok-CCM Hockey is a leading designer and marketer 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 professional hockey players than any other company,
including NHL superstars such as Sidney Crosby and Pavel Datsyuk.
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 performance positioning and dedication to innovate for the leading
athletes in the sport.
Focus on high-end performance
Reebok-CCM Hockey’s primary goal is to lead in the high-end
performance segment of the hockey market. Going to market with
a dual-brand portfolio (consisting of Reebok Hockey and CCM),
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.
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 an emphasis on continued product
innovation, products incorporate proprietary and patented technological
advances
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SEE RESEARCH AND DEVELOPMENT, P. 105. Reebok Hockey’s 20K
Pump skates, KFS protective equipment, Sickick stick line and the
Edge uniform exemplify the brand’s breakthrough technologies. CCM’s
product innovation story is led by its high-performance equipment,
which includes the CCM RBZ skate, launching in July 2013, the
revolutionary CCM RBZ stick powered by TaylorMade and the Crazy Light
protective, the lightest high-performance protective gear CCM has ever
created. CCM will further emphasise its commitment to performance
by returning to the goalie category, with the introduction of the Extreme
Flex series in 2013.
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.
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Reebok-CCM Hockey has partnerships with the most important
leagues in 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
Collegiate Athletic Association (NCAA) Division 1 institutions.
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Reebok-CCM Hockey has formed endorsement partnerships with
many of the best athletes in the world. With development 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. Reebok Hockey is currently
endorsed by NHL players such as Sidney Crosby, Pavel Datsyuk,
Patrice Bergeron, Dion Phaneuf, Matt Duchene, Roberto Luongo and
Marc-André Fleury. CCM’s roster of player endorsees includes Joe
Thornton, Vincent Lecavalier, John Tavares, Marián Hossa as well as
the NHL Rookie of the Year Gabriel Landeskog and rookie sensation
Ryan Nugent-Hopkins.
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Reebok-CCM Hockey at a glance
About Reebok-CCM
Hockey
Reebok-CCM Hockey is a leading designer and
marketer 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 make ice hockey players the best they can be by
delivering high-end, innovative equipment.
Brand attitude Performance drives us.
Key markets Canada, USA, Scandinavia, Russia/CIS
Focus areas Skates, sticks, NHL licensed apparel,
protective/helmets and goalie gear.
Key strategic pillars
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Product innovation
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Pro validation
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Brand marketing communication
Net sales in 2012 € 243 million