Crosby Fronts Reebok’s Winter Classic Work


Sidney Crosby fronts Reebok’s new NHL-focused campaign promoting this year’s 2011 Winter Classic – the NHL’s annual old school ‘Outdoor Game’ game.


The Winter Classic is becoming an event on the scale of the All-Star Game and Reebok’s, the NHL’s official equipment supplier continues to boost its standing with an integrated campaign that features Crosby as the face off the brand and the game.


The 2012 matchup sees Crosby’s Pittsburgh Penguins take on the Washington Capitals at the former’s Heinz Field outside rink. Reebok was just one of a slew of brands activating at the Winter Classic – others included big NHL backers such as Bridgestone, Geico, Honda, McDonald’s and Verizon.


Reebok’s activation before, during and after the Winter Classic focused on Crosby who is the face for much of the brand’s hockey gear – from above the line work to its social media platforms.


Crosby was the star of a pre-game viral-style campaign for Reebok’s 11K Hockey Stick – which used the player’s skills and some enhanced computer magic in web films such as ‘Pyramid Tricks’. The films fronted Reebok’s main hockey webpage, as well as featuring on YouTube and Facebook.


On Reebok’s Facebook page Crosby has his own tab featuring the virals and pushing the 11k stick.


Reebok also used its Twitter feed, @ReebokHockey, to further promote the Winter Classic with videos, product details and a hockey widget.


Amongst the experiential elements of Reebok’s activation was a ‘Zigloo’ in the FanFest beside the rink. A 20’ diameter igloo shaped pop-up structure that offered a space for fans to try on and test Reebok’s ig Sneaker (trainer) as well as other Reebok & CCM hockey gear as worn by Crosby and fellow NHL star and Reebok ambassador Alex Ovechkin.


A Reebok ‘activation’ zone beside the Zigloo offered fans participatory hockey experience that derived from a Reebok TV commercial that featured Crosby shooting pucks in to his mum’s old dryer.



Fans were offered the opportunity to test their dryer’aim skills too. Those who succeeded in shooting three consecutive pucks through branded holes won a pair of Zigs. Reebok also distributed upwards of 6,000 Zig Winter Classic Bracelets.





A neatly integrated campaign that builds engagement initially via viral and social media and then later brings this to life through at-game real world experiences.


Reebok has a long-term licensing agreement with the NHL which sees it (and the CCM hockey equipment brand it took over in 2004) the right to supply the on-ice game jerseys to all 30 NHL teams. With this come the exclusive worldwide rights to manufacture and market authentic, replica and practice jerseys using the names and logos of the NHL and its teams.


The brand also holds exclusive agreements with the Canadian Hockey League, the American Hockey League and the East Coast Hockey League.











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