Reebok Canada has launched a new campaign promoting its Fall/Winter ReebokSC87 collection, which features NHL star Sidney Crosby going through some of the daily workouts he does off the ice to prepare for game day.

Running under the company’s global “Live with Fire” tagline, the new 15- and 30-second spots, with media by Carat and creative from Exacto Communications, launched nationally on Tuesday night as the puck dropped on the new season of NHL hockey.

Michael Rossi, VP of Reebok Canada, tells MiC the target for the campaign skews male, aiming to reach both fans of hockey and Crosby as well as those who are generally interested in fitness and recognize the lengths the athlete goes to in training.

“The creative is a little edgier than usual for us because it is trying to be completely authentic,” he says. “The activities you see Sidney doing have been specifically selected by his trainer, they are things that he does on a daily basis as part of his pre-season workout routine. You get a real understanding of how challenging they are and [how they make him] one of the best athletes in the world.”

The new spots will run on TSN, TSN2 and the CBC during hockey broadcasts, as well as being promoted with digital ads on YouTube, TSN.ca and NHL.com. Rossi says the campaign makes up a large part of the brand’s media spend for the last half of 2013.

[iframe_youtube video=”k6qYBkRL_Z8″]