Reebok Store Celebrates 2009 NHL All-Star Game in Montreal

    Official All-Star 2009 Merchandise, Player Appearances, and The Stanley
                         Cup Among Store Attractions

    MONTREAL, Jan. 9 /CNW/ - Starting January 9, 2009, Reebok is turning the
Reebok Store in Montreal into the city's NHL merchandise headquarters. For the
month of January, the Reebok Store, located at 1482 Ste. Catherine Street West
will be transformed into the ultimate Hockey merchandise destination.
    "Reebok is the official outfitter of the NHL and hockey is one of the
main pillars of the Reebok brand. With the NHL All-Star game in Montreal
during the Canadiens' Centennial Year, we couldn't think of a better time to
celebrate hockey" says Daniel Gervais, Vice-President/General Manager of
Reebok Canada. "We are converting the Reebok Store into an NHL destination for
the month of January, with player appearances throughout the month, a visit by
the Stanley Cup at the store and of course we have all of the Montreal
Canadiens' Centennial, NHL and All-Star gear that fans are looking for."
    The store transformation includes the installation of a synthetic ice
rink floor, a replica scoreboard, and a penalty box from where the TEAM 990
and CKAC will do live broadcasts. Fans also will have the opportunity to enter
the Reebok 'Bubble Hockey' Tournament, (January 17-18, 2009), that will award
the champion two tickets to the 2009 NHL All-Star game on January 25.
    "The Reebok Store provides fans an opportunity to directly connect with
the NHL brand," says Barry Monaghan, NHL Vice President Retails Sales &
Marketing. "Reebok is a valued partner of the League and by providing access
to our Players, products and heritage at the Reebok Store during a
high-profile event such as the All-Star game, we are able reinforce Reebok as
the Official Outfitter of the NHL."
    For a complete schedule of events, fans can join the Reebok Montreal
Facebook page, or visit the Reebok Store in Montreal at 1482 Ste. Catherine
Street West.


    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


    The National Hockey League, founded in 1917, is the second-oldest of the
four major professional team sports leagues in North America. Today, the NHL
consists of 30 Member Clubs, each reflecting the League's international
makeup, with players from more than 20 countries represented on team rosters.
According to a Simmons Market Research study, NHL fans are younger, more
educated, more affluent, and access content through digital means more than
any other sport. The NHL entertains more than 100 million fans each season
in-arena and through its partners in national television (VERSUS, NBC, TSN,
CBC, RDS, RIS, NASN, ASN and NHL Network) and radio (NHL Radio, Sirius XM
Radio and XM Canada). Through the NHL Foundation, the League's charitable arm,
the NHL raises money and awareness for Hockey Fights Cancer and NHL Youth
Development, and supports the charitable efforts of NHL players. For more
information on the NHL, log on to

     NHL and the NHL Shield are registered trademarks and the word mark
       Stanley Cup, NHL Network, NHL Radio and Hockey Fights Cancer are
       trademarks of the National Hockey League. All Rights Reserved.

For further information:

For further information: Bernard Cote, Reebok marketing, (514) 461-8348

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