Reebok using hockey to break the ice in US, Canada

MUMBAI: Footwear manufacturer Reebok International is using the medium of ice hockey in the US and Canada in a big way to connect closer with consumers.

The company has launched Rbk Hockey, a new line of hockey products developed and tested by The Hockey Company which is a Reebok subsidiary, in close collaboration with some of the world's best hockey players. Rbk Hockey skates, sticks and protective equipment offer customisability and feature new, proprietary technologies and materials never before used in hockey equipment.



The company claims that several National Hockey League (NHL) stars have already made the switch to Rbk Hockey. One of the players Chris Pronger of the St. Louis Blues said, "Reebok has always been a brand that puts performance and quality first. It was clear the first time I laced up my Rbk skates that this

commitment to quality and attention to detail extends into hockey. All of the Rbk products are tremendous and I have no doubt my game will benefit from joining the Reebok team." In India viewers can catch NHL action on ESPN.



The Hockey Company president and CEO Matt O'Toole said, "Rbk Hockey products integrate cutting edge technology and were developed with input from NHL players to create the lightest equipment, with the best fit and performance available. The products target the expressive, new school hockey player who pushes the limits of speed, agility and creativity on the ice and demands nothing but the best in performance, fit and comfort."



To support the product launch, Reebok has created a multi-faceted Rbk Hockey marketing campaign scheduled to launch in March in the US and Canada. The campaign The Switch is On features Rbk Hockey's new endorsees and will include print, electronic, out-of-home and television advertising.

The campaign, developed by Toronto-based advertising agency The Hive Strategic Marketing, highlights the fact that with Rbk Hockey, Reebok has gone back to the drawing board to "Rethink", "Redefine," and "Redesign" the look, feel and performance limits of hockey products, while still remaining true to the game and its long history and tradition.

Latest Reads
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
Twinkle Khanna joins Kohler as ambassador

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People
Piramal promotes super loans in latest campaign

MUMBAI: Piramal Housing Finance has launched a series of TVCs to promote super loans by the company. Piramal Housing Finance head of sales and marketing Mayank Jain says, “Tagvinnatti team has been a delight to work with. Along with their remarkable servicing skills, they bring rich experience and...

MAM Media and Advertising Ad Campaigns
HSBC's global media business moves to Omnicom's PHD from WPP

MUMBAI In a major blow to WPP, HSBC Bank has handed over its global media business to Omnicom’s PHD. The agency won the business following a review which began in January along with Mindshare and Dentsu. In a press statement, HSBC said, “We have selected PHD as our preferred media planning and...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories