Reebok 2013 Annual Report Download - page 96

adidas Group
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2013 Annual Report
Group Management Report – Our Group
92
2013
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02.6
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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, including superstars such as Sidney Crosby and John Tavares.
Reebok-CCM Hockey is also the official outfitter of high-profile leagues
such as the NHL, the AHL and the CHL 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 some of 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 key to brand positioning
The key priority for Reebok-CCM Hockey 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. In 2013, Reebok Hockey launched highly innovative products
such as the RibCor sticks and the new 20K Pro Series protective line.
CCM’s product innovation stories in 2013 were led by the CCM RBZ
skate, the revolutionary CCM RBZ Stage 2 stick powered by TaylorMade
and the Extreme Flex goalie line. For more information on these and
other products
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SEE RESEARCH AND DEVELOPMENT, P. 99.
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 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) 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 a significant global
presence, the two brands can respond rapidly with customised
solutions providing a strong competitive advantage. Evidence of
this can be seen by the number of influential pro athletes using
Reebok-CCM Hockey products and by the comprehensive product
offering in all equipment categories. Reebok Hockey is currently
endorsed by NHL players such as Sidney Crosby, Pavel Datsyuk,
Roberto Luongo, Dion Phaneuf, Matt Duchene, Marc-André Fleury and
Seth Jones. CCM’s roster of player endorsees includes John Tavares,
Joe Thornton, Marián Hossa, Patrice Bergeron, Gabriel Landeskog,
Ryan Nugent-Hopkins, Vincent Lecavalier, Alex Galchenyuk, Jonathan
Drouin, first overall draft choice in 2013 Nathan MacKinnon and 2013
rookie of the year Jonathan Huberdeau.
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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
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 2013 € 260 million