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.
