Reebok 2015 Annual Report Download - page 77

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GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – Reebok-CCM Hockey Strategy
KEYSTRATEGIC CATEGORIESTO DRIVE GROWTH
Reebok-CCM Hockey intends to accomplish growth through a continuous focus on product launches in key
categories: skates, sticks, goalie gear, protective/helmets and licensed apparel.
Skates: The focus in the skates category is to drive market share increases through products addressing
critical performance aspects such as fit, weight and durability. In 2015, CCM launched the new Ribcor 50K
skate, currently being worn by Sidney Crosby as well as many other pro players. Further, 2015 saw the
launch of the new CCM JetSpeed skate with a redesigned fit, featuring RocketFrame technology which
offers a closer fit and tighter heel lock to help generate maximum speed 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. In 2015, CCM launched three
sticks in the second half of the year, all focused on innovation and technology to help players achieve their
best performance on the ice: the Ultra Tacks stick, the RBZ Speedburner – developed in collaboration with
TaylorMade – and the CCM Ribcor Reckoner stick.
Goalie: In 2015, Reebok Hockey transitioned its Premier goal line over to CCM. With the introduction of the
CCM Premier line, CCM further strengthened its positioning in the goalie sector. The brand now offers two
unique goalie lines for two distinct types of goaltenders, the CCM EFlex series and the CCM Premier series.
Protective: In 2015, CCM launched the new Ultra Tacks protective line, which features the addition of D3O
smart foam in certain areas to help offer more comprehensive protection.
Licensed apparel: Reebok-CCM Hockey strives 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.
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.
17 CCMULTRATACKS STICKS 18 CCMULTRATACKS PROTECTIVE EQUIPMENT