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Reebok prepares campaign for Rbk Hockey equipment

Reebok International of Canton, MA is readying a campaign for a new line of hockey products called Rbk Hockey, developed by its Montreal subsidiary The Hockey Company. The collection of skates, sticks and protective equipment will be marketed as high-performance products with high customizability using new technologies and materials not previously seen in hockey equipment. A launch campaign, created by The Hive Strategic Marketing of Toronto, will break in March. The initiative, called "The Switch is On," will include print, electronic, out-of-home and television advertising. The creative will feature several NHL hockey players who have endorsed the products. These include Chris Pronger, Mike Modano, Pavel Datsyuk, Tony Amonte, Patrice Bergeron, Daniel Sedin, Henrik Sedin and Evgeni Malkin. Rbk Hockey products will go on sale on March 1.

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