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reebok-ccm Hockey strategy

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eebok-<strong>ccm</strong> <strong>Hockey</strong> <strong>strategy</strong><br />

<strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> is one of the world’s largest designers, manufacturers and marketers of hockey equipment and related<br />

apparel under two of the most recognised hockey brand names: <strong>reebok</strong> <strong>Hockey</strong> and <strong>ccm</strong> <strong>Hockey</strong>. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> equips<br />

more professional hockey players than any other company, including nHl superstars such as sidney crosby and alexander<br />

ovechkin. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> is also the official outfitter of high-profile leagues such as the national <strong>Hockey</strong> league as well<br />

as several ncaa and national teams. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong>’s <strong>strategy</strong> is to increase market share by leveraging its multi-brand<br />

approach to speak to different consumer groups, supported by its dedication to innovate for the leading athletes in the sport.<br />

Focus on high-end performance<br />

Reebok-CCM <strong>Hockey</strong> has a dual brand<br />

portfolio consisting of Reebok <strong>Hockey</strong><br />

and CCM <strong>Hockey</strong>. Reebok <strong>Hockey</strong> is a<br />

global brand that celebrates individuality<br />

in sport and in life. Its products are<br />

designed with emphasis on innovative<br />

visible technologies that speak to a more<br />

expressive, image-conscious consumer.<br />

CCM <strong>Hockey</strong> is hockey’s most authentic<br />

brand, being in existence since 1899.<br />

CCM <strong>Hockey</strong> embraces the physical side<br />

of the game and is all about guts and<br />

glory. The brand speaks to a consumer<br />

seeking performance and quality.<br />

Reebok-CCM <strong>Hockey</strong>’s primary<br />

focus is to lead in the high-end performance<br />

segment of the hockey market.<br />

Continued success in the hockey market<br />

will be driven through a concerted focus<br />

on product innovation, supported by<br />

professional player validation achieved by<br />

having the best athletes in the world play<br />

with Reebok-CCM <strong>Hockey</strong> products.<br />

84 GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy<br />

Differentiated marketing and brand campaigns<br />

are targeted towards the intended<br />

consumer segment, for example players<br />

or fans. In-arena and partnership-based<br />

marketing programmes, consumer<br />

campaigns and web-based initiatives<br />

are designed to create brand exposure,<br />

creating demand for Reebok-CCM<br />

<strong>Hockey</strong> products.<br />

Product innovation matches<br />

brand positioning<br />

The key priority for Reebok-CCM<br />

<strong>Hockey</strong>’s innovation team is to design,<br />

develop and industrialise products that<br />

are targeted to be visibly different and<br />

demonstrably better than that of the<br />

competition, with a dedication to providing<br />

elite athletes with high- performance<br />

products. With its emphasis on continued<br />

product innovation, products incorporate<br />

proprietary patented techno logical<br />

advances under both brands within<br />

the Reebok-CCM <strong>Hockey</strong> portfolio.<br />

Reebok <strong>Hockey</strong>’s Pump Skates, O-Sticks<br />

and the Edge Uniform exemplify the<br />

brand’s breakthrough technologies.<br />

CCM <strong>Hockey</strong>’s product innovation story<br />

is led by its U+ Skate, the only truly<br />

customisable skate in the market, and<br />

the U+ Stick, the lightest performance<br />

stick in the world.<br />

Professional player validation<br />

Reebok-CCM <strong>Hockey</strong> recognises that<br />

success with the consumer is heavily<br />

influenced by exposure generated at<br />

the Pro League level. Product usage by<br />

the best players in the game validates<br />

Reebok-CCM <strong>Hockey</strong>’s product performance<br />

credentials, and both brands are<br />

highly visible among professional hockey<br />

leagues worldwide.<br />

the strongest league partnerships:<br />

Reebok-CCM <strong>Hockey</strong> has the strongest<br />

league partnerships within the industry.<br />

It is the exclusive licensee of jerseys<br />

for the National <strong>Hockey</strong> League (NHL),<br />

the American <strong>Hockey</strong> League (AHL),<br />

the ECHL, the Canadian <strong>Hockey</strong> League<br />

(CHL) and many of the European National<br />

(5) and Elite League (33) teams. 99% of<br />

all NHL players wear at least one piece<br />

of Reebok or CCM <strong>Hockey</strong> equipment.<br />

Reebok-CCM <strong>Hockey</strong> is also the official<br />

equipment supplier of the AHL, the CHL<br />

and the ECHL.<br />

impressive roster of Pro Player<br />

endorsees: Reebok-CCM <strong>Hockey</strong> has<br />

formed endorsement partnerships with<br />

many of the best athletes in the world.<br />

With manufacturing capabilities close<br />

to the world’s major leagues, the two<br />

brands can respond rapidly with customised<br />

solutions. This provides a strong<br />

competitive advantage in attracting key<br />

pro athletes. The Reebok <strong>Hockey</strong> brand<br />

is currently endorsed by NHL players<br />

such as Sidney Crosby, Pavel Datsyuk,<br />

Roberto Luongo and Marc-Andre Fleury.<br />

CCM <strong>Hockey</strong>’s roster of player endorsees<br />

includes Alexander Ovechkin, Joe<br />

Thornton and Vincent Lecavalier. In 2009,<br />

Reebok-CCM <strong>Hockey</strong> made an unprece<br />

dented move in the hockey world by<br />

signing the three top overall NHL Draft<br />

picks – John Tavares (CCM <strong>Hockey</strong>), Matt<br />

Duchene (Reebok <strong>Hockey</strong>) and Victor<br />

Hedman (Reebok <strong>Hockey</strong>).


EnHancEd HEEl-lock<br />

PumP tEcHnoloGy<br />

11k Pump<br />

increase profitability through<br />

supply chain efficiencies<br />

Another strategic priority for Reebok-CCM<br />

<strong>Hockey</strong> is to continue to pursue a movement<br />

away from own manufacturing to<br />

sourcing goods. However, the segment<br />

will maintain manufacturing activities<br />

in areas where it is a distinct competitive<br />

advantage to do so, such as is the case<br />

for performance products destined for<br />

pro level athletes.<br />

Product education programmes<br />

to support retail partners<br />

Reebok-CCM <strong>Hockey</strong> provides its strategic<br />

retail partners with product education<br />

programmes, in-store merchandising<br />

programmes and on-the-floor staff<br />

support. Reebok-CCM <strong>Hockey</strong> develops<br />

retail segmentation programmes that<br />

help create differentiated packages for its<br />

key accounts. Core distribution channels<br />

include hockey specialty shops, sporting<br />

goods retailers and in-arena concessions.<br />

The 11K Pump is a good example of Reebok <strong>Hockey</strong>’s commitment<br />

to innovation leadership. The 11K Pump is lighter and more<br />

powerful than any Reebok skate to date. The embedded composite<br />

technology solidifies the skate and controls flexion, while the<br />

power system gives the skate an intuitive feel with a more agile<br />

performance. Coupled with PUMP technology, the skate<br />

stands out in terms of comfort and adaptability and offers the<br />

maximum in personal customisation. The skate enhances heellock,<br />

ankle support and advanced forward flex, resulting in a<br />

secure fit.<br />

P<br />

01<br />

GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy 85


multiPlE carBon layErs<br />

86 GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy<br />

Pricing <strong>strategy</strong> mirrors<br />

product positioning<br />

Reebok-CCM <strong>Hockey</strong>’s pricing <strong>strategy</strong><br />

is consistent with its positioning as a<br />

high-performance company. Through<br />

a commitment to product innovation,<br />

Reebok-CCM <strong>Hockey</strong>’s pricing <strong>strategy</strong> is<br />

to dominate the market in the premium<br />

price segments and to be a strong<br />

competitor within the mid-price segment<br />

of the market.<br />

key strategic categories<br />

to drive growth<br />

Reebok-CCM <strong>Hockey</strong> intends to accomplish<br />

growth through a continuous<br />

stream of product launches in its three<br />

key category priorities: skates, sticks and<br />

apparel.<br />

skates: The focus in the skate category<br />

is to drive market share increases<br />

through the creation of products that<br />

continue to address critical aspects<br />

such as fit, weight and durability. For<br />

example, in 2010, a new line of Reebok<br />

<strong>Hockey</strong> branded skates, 11K Pump, is<br />

being launched, featuring an advanced<br />

fit element. This new skate line was also<br />

designed with a clear focus to incorporate<br />

lightweight and durable materials.<br />

In 2011, CCM <strong>Hockey</strong> plans to launch<br />

u+ cl stick<br />

CCM <strong>Hockey</strong> is proud to present the lightest stick in the hockey<br />

market. The U+ CL stick is built from the inside out. There is no<br />

blade insertion into the shaft. Instead, the blade is moulded over<br />

both sides of the shaft, making a true one-piece stick. Multiple<br />

layers of high-grade carbon placed at different angles in the blade<br />

result in a lighter blade with the same durability. At the same time,<br />

the stick features a 360º extreme inter-laced carbon woven wrap<br />

outside layer, providing players with optimal durability in a super-<br />

light stick.<br />

the next generation of its U+ platform<br />

which features a fully thermo-formable<br />

skate. In addition to the aforementioned<br />

launches, projects within the advanced<br />

product development group will continue<br />

to drive innovation in subsequent years.<br />

sticks: To drive future growth in the<br />

sticks category, Reebok-CCM <strong>Hockey</strong><br />

focuses on developing new technologies<br />

that incorporate enhanced power, feel,<br />

flexibility and weight. The Reebok 8.0.8<br />

“O-Stick” features proprietary, highly<br />

visible O-Port technology, providing<br />

players with a more powerful and<br />

accurate shot.<br />

P<br />

02


The CCM U+ CL stick is the lightest<br />

performance stick in the marketplace<br />

and provides players with an optimised<br />

balance and feel.<br />

apparel: Reebok-CCM <strong>Hockey</strong> will<br />

strive to further leverage its league partnerships<br />

and exclusive uniform status<br />

to drive growth. The Reebok Edge NHL<br />

Jersey features a four-way Stretch Mesh<br />

to provide players with maximum ventilation<br />

and range of motion. In addition to<br />

official uniforms, Reebok-CCM <strong>Hockey</strong><br />

also has opportunities to grow due to its<br />

status as the official NHL locker room<br />

performance apparel supplier, and<br />

its exclusive rights related to the NHL<br />

Players’ Association (NHLPA) for name<br />

and numbered apparel and headwear.<br />

NHL locker room performance apparel<br />

relates to the apparel that pro athletes<br />

wear under their jerseys during a game,<br />

or to work out and train in the gym. A key<br />

product initiative in this area is Reebok<br />

Speedwick apparel. Designed to feel like<br />

cotton, fabrics used in this apparel are<br />

breathable, utilising Play Dry ® technology<br />

to manage moisture and antimicrobial<br />

yarns to permanently inhibit the growth<br />

of bacteria.<br />

GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy 87

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