Reebok teams with hockey star to intro high-tech uniforms

MVP Sidney Crosby is starring in yet another integrated marketing campaign.

All 30 NHL teams will be clad this season in high-tech new uniforms developed by Reebok in collaboration with NHL players and their professional association. The ‘revolutionary’ Rbk Edge Uniform System combines innovative materials and fabrics into jerseys and socks that are more breathable and moisture-resistant and offer greater range of movement for players.

But superstar Sidney Crosby is already sporting the Rbk Edge in an introductory campaign that began rolling out last week. Created by Reebok’s AOR – Toronto’s The Hive Strategic Marketing – the Canada-only campaign includes television, newspaper and online banner advertising, plus 20,000 printed promotional pieces that were distributed outside arenas prior to the home openers of the six Canadian National Hockey League teams.

The campaign elements in the English- and French-language initiative are designed to create interest in the new uniform system and drive consumers to a microsite to learn how the uniform’s materials improve player safety and performance. Five short videos on the website tell the story of why uniform innovation was needed in the NHL and how Reebok rose to the challenge.

The newspaper portion of the campaign featured a print execution published in the Globe and Mail (pictured) and La Presse October 3-13. As well, a three-page pullout ad with a double-page poster of Crosby appeared in local Metro editions of each the six Canadian cities during the teams’ home openers. Tagline: ‘The Edge Uniform system. See it perform at tonight’s game.’

The campaign’s television component is a 30-second spot running on Sportsnet, TSN and RDS airing October 1-21. The online portion comprises banner ads during the same time period. They’re appearing on,,,, NHL Network and, plus a variety of Google sites targeting men, sports and hockey.