Reebok 2014 Annual Report Download - page 69

adidas Group
/
2014 Annual Report
Group Management Report – Our Group
65
2014
/
02.4
/
Other Businesses Strategy
/
Reebok-CCM Hockey Strategy
/
Skates: The focus in the skate category is to drive market share increases through products
addressing critical performance aspects such as fit, weight and durability. In 2014, Reebok Hockey
launched the new RibCor skate, currently being worn by Sidney Crosby, as well as many other pro
players. CCM brought back the legendary Tacks franchise in July 2014 with the new CCM Tacks
skate. It features the AttackFrame technology, designed with extra-stiff reinforcements in key areas
of the foot, to help generate maximum acceleration on the ice.
/
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. While 2014 was used
to reposition Reebok Hockey in the sticks category, CCM launched three sticks in the second half of
2014, all focused on innovations and technologies to help players achieve their best performance
on the ice: the Tacks stick, the RBZ SuperFast – developed in collaboration with TaylorMade – and
the CCM RibCor stick.
/
Goalie: In 2014, with the introduction of the Premier XLT line, Reebok Hockey further strengthened
its position in the goalie sector. CCM introduced the new Retro Flex goalie line, which offers goalies
unique colour options for their new gear.
/
Protective: In 2014, CCM launched the new RBZ protective line, which features even lighter-
weight equipment while maintaining maximum protection.
/
Licensed apparel: Reebok-CCM Hockey will strive to further leverage its league partnerships
and exclusive uniform status to drive growth. 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’ Association (NHLPA) for name and numbered
apparel and headwear.
More information on these and other products can be found in the Research and Development
section.
Pricing strategy mirrors product positioning
Reebok-CCM Hockey’s pricing strategy is consistent with its high-performance positioning in the
sport. Through a commitment to product innovation, Reebok-CCM Hockey’s pricing strategy is to
focus on the premium price segments but also to have a strong presence in all key price tiers.
see Picture 05
see Picture 06
see Research and Development, p. 73
Strategic priority
/
Pricing
05
/
CCM
Tacks skate
06
/
CCM
RibCor sticks