Reebok Hockey partners with the 2008 NHL Premiere Series



    Reebok joins the NHL, NHLPA and four high profile teams to take centre
    ice in Prague and Stockholm

    MONTREAL, Aug. 28 /CNW Telbec/ - Reebok Hockey is pleased to announce its
partnership with the National Hockey League (NHL) and the National Hockey
League Players' Association (NHLPA) for the 2008 NHL Premiere Series in
Stockholm, Sweden and Prague, Czech Republic taking place on October 4th and
5th. Under this partnership, Reebok will be a category exclusive marketing
partner, exclusive supplier of game jerseys and the leading on-ice equipment
supplier.
    At the Premiere Series, Reebok Hockey will unveil its 2009 global hockey
product line and activate a major in-arena brand marketing campaign. The NHL
Premiere Series will allow Reebok to connect with European hockey consumers by
creating a unique and compelling brand experience within an authentic hockey
environment.
    "The 2008 NHL Premiere Series is a key platform for the global launch of
our new 2009 line of Reebok hockey products," said Len Rhodes, General Manager
of Reebok Hockey. "This partnership provides us with the opportunity to
showcase our latest product innovations to hockey enthusiasts. In a rare
occurrence, European fans will be able to watch their favorite hockey stars,
such as Sidney Crosby, in action while wearing the latest gear from Reebok. We
are also creating an exciting hospitality program for our top retail partners,
allowing all parties of the industry to celebrate this series. "
    Following the success of the 2007 Premiere Series in London, four NHL
teams will take the ice for this exciting event. The Pittsburgh Penguins will
take on the Ottawa Senators in Stockholm, Sweden and the New York Rangers will
face the Tampa Bay Lightning in Prague, Czech Republic. These teams will face
off in two of the world's largest hockey markets.

    Reebok-CCM Hockey, a subsidiary of the adidas Group, is headquartered in
Montreal. With operations in Canada, the United States and Europe, the Company
is the world's largest designer, manufacturer and marketer of hockey equipment
and related apparel under two of the most recognized hockey brand names: Rbk
Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey
players than any other company, including superstars like Sidney Crosby and
Alexander Ovechkin. Reebok-CCM Hockey is also the official outfitter of the
National Hockey League, the American Hockey League, the Canadian Hockey League
and several NCAA and national teams

    NHL is a registered trademark and NHL Premiere is a trademark of the
    National Hockey League. NHL and NHL team marks are the property of the
    NHL and its teams. All Rights Reserved.

    NHLPA, National Hockey League Players' Association and the NHLPA logo are
    trademarks of the NHLPA. (C) NHLPA




For further information:

For further information: Jessica Starkey, Reebok Public Relations, (514)
461-8478

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Reebok-CCM Hockey

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