RBK Hockey begins Sidney Crosby campaign
By Adnews Staff
RBK Hockey has begun a new advertising campaign featuring hockey player Sidney Crosby, an endorsee of the brand. The creative focuses on Crosby’s training activities. The 30-second television commercial shows Crosby alone at a hockey rink, taping his stick and skating down the ice. In a voiceover, Crosby says, “There are a lot of things in life I don’t control.” He shoots the puck into the net. The voiceover continues, “But then again, there are some things I do.” The campaign, which was created by The Hive Strategic Marketing of Toronto, uses the tagline, “I am what I am.” The commercial will run nationally, supported by print advertising, direct mail, in-store materials and a dedicated area of the RBK Hockey website. “Everyone can see that Crosby is a great hockey player,” said Yan Martin, director of marketing communications at RBK Hockey. “Not everyone thinks about what got him there. We want to show some of the reasons why he’s such a great athlete, some of the positive choices he’s made, and create a link between those decisions, his performance and the RBK brand.” RBK Hockey is a division of Reebok International.