Gear up like NHL's MVP ...

    Sidney Crosby and Reebok unveil new Rbk SC87 signature line of footwear,
    apparel and hockey equipment

    TORONTO, Aug. 21 /CNW/ - Reebok and the world's No. 1 hockey player, NHL
Most Valuable Player, Sidney Crosby, are teaming up to bring fans and players
the latest apparel, footwear and hockey equipment under the Rbk SC87 brand
    As part of 'Brand Crosby Month' at Sport Chek retail locations across
Canada, fans are offered a complete range of new Rbk SC87 styles of footwear,
apparel and hockey equipment for men, boys and girls, inspired by Sidney
    Featuring lifestyle and performance driven clothing, shoes and some of
the latest advancements in hockey equipment, the Rbk SC87 collection will have
hockey fans and players looking and performing their best whether they are on
the street, at the gym or on the ice.
    "When I'm training, traveling or at home with friends, I need comfortable
clothing and shoes that reflect my own personal style and the Rbk SC87
collection has me totally covered," said Crosby, the youngest player and the
only teenager ever to win a scoring title in any North American pro sports
    "We're proud to work with Sidney on bringing fresh and innovative new
designs to the Rbk SC87 collection", says Matt O'Toole, President and CEO of
Reebok Canada. "We wanted to combine fashion and performance elements inspired
by Sidney's lifestyle - from his closet to his gym bag, and bring that to
Canadian consumers from coast to coast."
    Sidney Crosby's connection with Reebok started back in 2005, when he
chose Rbk as his brand of choice with a multi-year partnership. Crosby, who
began playing hockey at age 2 and gave his first newspaper interview at 7, was
the first player selected in the 2005 NHL draft.
    What are Crosby's favourite items from the Rbk SC87 collection?
    "I'm rarely without my Rbk mesh cap", said Crosby. "It's an honour to
have my own logo designed after my initials and jersey number, in the colours
of the Pittsburgh Penguins", he added. On the ice, Sidney wears Rbk 9k Pump
skates and the complete line of Rbk hockey equipment. All pieces within the
Rbk SC87 collection feature the SC87 shield.
    Designed for Canada's active hockey fans, the Fall 2007 Rbk SC87
collection features styles for men, boys and girls and is available
exclusively at The Forzani Group banners (Sport Chek, National Sports and
Sports Experts).
    "Sport Chek has a legacy of connecting Canadians with authentic products
relating to their favourite sports. Partnering with Reebok gives us the
opportunity to connect consumers with their favourite sporting icons," says
Bill Gregson, President and COO, The Forzani Group Ltd. "We're proud to have
been selected as the exclusive retailer in Canada for the Rbk SC87

    The Rbk SC87 Collection

    The Rbk SC87 collection includes apparel (SRP $25 to $70), footwear ($40
to $90) and accessories (SRP $26 to $30). The collection's designs are
available at all Sport Chek, National Sports and Sports Experts locations
nationally, including three unique shop-in-shop concepts located within Sport
Chek stores in Halifax, Dartmouth and Kelowna.
    Sidney is also featured in the new Reebok / Forzani multi-faceted
national campaign which includes a new 30-second TV commercial, print ads,
in-store features, as well as a web-based consumer contest to win a trip to
watch Crosby play in Pittsburgh during the 2007-2008 season. An exciting 'gift
with purchase' promotion also provides consumers with the opportunity to
receive a limited edition series of "Upper Deck" hockey cards featuring Sidney

    The Forzani Group Ltd. is Canada's largest national retailer of sporting
goods, offering a comprehensive assortment of brand-name and private-brand
products, operating stores from coast to coast, under five corporate banners:
Sport Chek, Coast Mountain Sports, Sport Mart, National Sports and Hockey
Experts. The Forzani Group is also a franchisor under the banners: Sports
Experts, Intersport, Econosports, Atmosphere, Pegasus, Tech Shop, Nevada Bob's
Golf, Hockey Experts and The Fitness Source. The Company has websites for
several of its corporate and franchise banners which can be accessed through
its main website at

    Reebok International Ltd., headquartered in Canton, Massachusetts, is a
leading worldwide designer, marketer and distributor of sports, fitness and
casual footwear, apparel and equipment. A subsidiary of the adidas Group, the
company operates under the multiple divisions of the Reebok brand, Reebok-CCM
Hockey and the Sports Licensed Division. For more information, visit Reebok at

For further information:

For further information: Reebok Public Relations: Michèle Fortier, (514)
461-8337; Derek Baker, Porter Novelli for Reebok Canada Inc., (416) 422-7158,

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