Reebok 2014 Annual Report Download - page 68

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
64
2014
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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 NHL hockey players than any other company and is
also the official outfitter of high-profile leagues such as the NHL. 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 ice hockey
market. Reebok-CCM Hockey has therefore repositioned Reebok Hockey to focus on key categories
where the brand has had success in the past while CCM is positioned across all segments and price
tiers with a clear focus on performance. Strategic priorities for both brands include:
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Focus on innovative and technologically advanced products.
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Professional player validation.
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Focus on key categories to drive growth.
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Defined pricing strategy which reflects the brands’ positioning.
Product innovation key to brand positioning
The key priority for Reebok-CCM Hockey is to design and market innovative and technologically
advanced products that give players the opportunity to perform at their highest levels on the ice.
With an emphasis on continued product innovation, products incorporate proprietary and patented
technological advances. The 2014 product launches are described in more detail below.
Professional players to drive brand credibility
Reebok-CCM Hockey recognises that success with the consumer is heavily influenced by exposure
generated at the professional level. Product usage by some of 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) as well as eight European National and 60 Elite League
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. Reebok Hockey is currently endorsed by NHL players such as Sidney Crosby, Marc-André
Fleury and Corey Crawford. CCM’s roster of player endorsees includes John Tavares, Pavel Datsyuk,
Matt Duchene and 2014 NHL Rookie of the Year Nathan MacKinnon.
Key strategic categories to drive growth
Reebok-CCM Hockey intends to accomplish growth through a continuous stream of product launches
in its key category priorities: skates, sticks, goalie gear, protective/helmets and licensed apparel.
Strategic priority
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Product innovation
Strategic priority
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Professional player
validation
see Glossary, p. 258
Strategic priority
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Focus on key growth
categories