Reebok 2015 Annual Report Download - page 76

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72
2
GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – Reebok-CCM Hockey Strategy
REEBOK-CCM HOCKEYSTRATEGY
Reebok-CCM Hockey is a leading designer and marketer of ice hockey equipment and related apparel.
It 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. In this context, CCM is positioned across all key categories including skates, sticks, helmets and
protective equipment, with a clear focus on performance, while Reebok Hockey is mainly focused on the
licensed apparel business. Strategic priorities for Reebok-CCM Hockey include:
•Focus on innovative and technologically advanced products.
•Professional player validation.
•Focus on key categories to drive growth.
•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.
2015 has seen a number of key product launches that are described in more detail below.
PROFESSIONAL PLAYERSTO DRIVE BRAND CREDIBILITY
Reebok-CCM Hockey recognises that consumer engagement 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. As a consequence, Reebok-CCM Hockey ensures high visibility
among professional ice hockey leagues worldwide:
•
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.
•
Reebok-CCM Hockey has formed endorsement partnerships with many of the best athletes in the world.
CCM’s roster of players includes players such as Sidney Crosby, John Tavares, Marc-André Fleury, Corey
Crawford, Patrice Bergeron, Pavel Datsyuk, Matt Duchene, Nathan MacKinnon and Connor McDavid,
number one pick in the 2015 NHL draft.
see Glossary, p. 260
15 CCMPARTNERSHIP WITH SIDNEYCROSBY 16 CCMJETSPEED SKATES