...

Reebok-CCM Hockey is one of the world’s largest designers, manufacturers and marketers of hockey equipment and related apparel under two of the most recognised hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company, including NHL superstars such as Sidney Crosby and Alexander Ovechkin. Reebok-CCM Hockey is also the official outfitter of high-profile leagues such as the National Hockey League as well as several NCAA and national teams. Reebok-CCM Hockey’s strategy is to increase market share by leveraging its multi-brand approach to speak to different consumer groups, supported by its dedication to innovate for the leading athletes in the sport.

Reebok-CCM Hockey has a dual brand portfolio consisting of Reebok Hockey and CCM Hockey. ...

Reebok-CCM Hockey has a dual brand portfolio consisting of Reebok Hockey and CCM Hockey. Reebok Hockey is a global hockey brand. Its products are designed with emphasis on innovative visible technologies that speak to an expressive, image-conscious consumer. CCM Hockey is hockey’s most authentic brand, being in existence since 1899. CCM Hockey embraces the physical side of the game and speaks to a consumer seeking performance and quality.

Reebok-CCM Hockey’s primary goal is to lead in the high-end performance segment of the hockey market. Therefore, Reebok-CCM Hockey has a clear focus on product innovation, supported by professional player validation achieved by having the best athletes in the world play with Reebok-CCM Hockey products. Further, differentiated marketing and brand campaigns are targeted towards the intended consumer segment, 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.

The key priority for Reebok-CCM Hockey’s innovation team 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. ...

The key priority for Reebok-CCM Hockey’s innovation team 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 its emphasis on continued product innovation, products incorporate proprietary and patented technological advances. Reebok Hockey’s The Pump skates, KFS protective equipment, O-Sticks, the 11K helmet and the Edge uniform exemplify the brand’s breakthrough technologies. CCM Hockey’s product innovation story is led by its family of U+ high-performance equipment, including the customisable CCM U+ Crazy Light skate and the CCM U+ stick, the lightest high-performance stick in the world. 

Reebok-CCM Hockey recognises that success with the consumer is heavily influenced by exposure generated at the Pro League level. ...

Reebok-CCM Hockey recognises that success with the consumer is heavily influenced by exposure generated at the Pro League level. Product usage by the best players in the game validates Reebok-CCM Hockey’s product performance credentials, and both brands are highly visible among professional hockey leagues worldwide.

• Reebok-CCM Hockey has the strongest league partnerships within 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 AHL, the CHL and the ECHL. 100% of all NHL players wear the Reebok Edge uniform which consists of the 30 teams’ home, away and third game jerseys and socks.


• Reebok-CCM Hockey has formed endorsement partnerships with many of the best athletes in the world. With manufacturing capabilities close to the world’s major leagues, the two brands can respond rapidly with customised solutions. This provides a strong competitive advantage in attracting key pro athletes. The Reebok Hockey brand is currently endorsed by NHL players such as Sidney Crosby, Pavel Datsyuk, Patrice Bergeron, Roberto Luongo and Marc-Andre Fleury. CCM Hockey’s roster of player endorsees includes Alexander Ovechkin, Joe Thornton, Vincent Lecavalier and John Tavares.
  

Reebok-CCM Hockey intends to accomplish growth through a continuous stream of product launches in its three key category priorities: skates, sticks and apparel. ...

Reebok-CCM Hockey intends to accomplish growth through a continuous stream of product launches in its three key category priorities: skates, sticks and apparel.

• Skates: The focus in the skate category is to drive market share increases through products addressing critical aspects such as fit, weight and durability. For example, in 2010, a new line of Reebok Hockey skates, led by the 11K Pump, was launched featuring an advanced fit element and was also designed with a focus on lightweight and durable materials. In the fourth quarter of 2010, CCM Hockey launched the next generation of its U+ platform which features the CCM U+ Crazy Light skate, the brand’s most thermo-formable and customisable skate to date. The rest of the line will be delivered to the market by April of 2011.


• 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. Launched in the fourth quarter of 2010, Reebok Hockey’s 11K Sickick III stick features Dual Matrix and Guided Blade Technologies that are engineered to provide players with a quicker release and improved puck control.
  In 2011, CCM will embark on a global launch of its new CCM U+ Crazy Light stick, the lightest performance stick in the marketplace, along with the launch of the U+ Crazy Strong stick, a high-performance stick engineered to offer greater durability.


• Apparel: Reebok-CCM Hockey will strive to further leverage its league partnerships and exclusive uniform status to drive growth. The Reebok Edge NHL Jersey features a four-way Stretch Mesh to provide players with maximum ventilation and range of motion. 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. NHL locker room performance apparel relates to the apparel that pro athletes wear under their jerseys during a game, or to work out and train in the gym.
  A key product initiative in this area is Reebok Speedwick apparel. Designed to feel like cotton, fabrics used in this apparel are breathable and inhibit the growth of bacteria by utilising anti-microbial yarns. Furthermore, in 2011, Reebok Hockey will introduce ZigTech technology in hockey-related performance and training apparel. ZigTech apparel is engineered with Celliant fibres that according to laboratory tests cause more oxygen in the skin exposed to the apparel than a regular polyester garment. This allows players to optimise their energy recovery during off-ice workouts and during games.
  

Another strategic priority for Reebok-CCM Hockey is to continue to pursue a movement away from own manufacturing to sourcing goods. ...

Another strategic priority for Reebok-CCM Hockey is to continue to pursue a movement away from own manufacturing to sourcing goods. However, manufacturing activities will be maintained in areas where it is a distinct competitive advantage to do so, such as is the case for performance products destined for pro level athletes.

Reebok-CCM Hockey’s pricing strategy is consistent with its positioning as a high-performance company. ...

Reebok-CCM Hockey’s pricing strategy is consistent with its positioning as a high-performance company. Through a commitment to product innovation, Reebok-CCM Hockey’s pricing strategy is to dominate the market in the premium price segments and to be a strong competitor within the mid-price segment of the market.