Reebok breaks new hockey campaign
By Adnews Staff
Sports equipment company Reebok of Canton, MA today broke a new North American advertising campaign called "I Am What I Am" to promote its Rbk 9K Pump hockey skate. The 30-second television commercial and print ad feature Sidney Crosby of the Pittsburgh Penguins. The creative depicts Crosby's youth playing hockey in Nova Scotia. "Our new ad focuses on how authentic Sidney is to the sport by taking consumers through some of his most powerful memories as a young hockey rising star," said Len Rhodes, vice-president of marketing at Montreal-based The Hockey Company, a subsidiary of Reebok. "Sidney lived and breathed the sport from day one, and this inspirational ad showcases the dedication and perseverance it takes to be a top player." The campaign was created by Mcgarrybowen of New York. Print advertising will debut today in North American consumer and trade publications. Television advertising will begin in hockey markets in Canada and the U.S. on Dec. 1.