Reebok International launches Rbk Hockey, a new line of ultra-high performance hockey products developed and tested by The Hockey Company, a Reebok subsidiary, in close collaboration with some of the world’s best hockey players. Rbk Hockey skates, sticks and protective equipment feature new, proprietary technologies and materials never before used in hockey equipment.

Several NHL stars have already made the switch to Rbk Hockey including Chris Pronger of the St. Louis Blues, Mike Modano of the Dallas Stars, Pavel Datsyuk of the Detroit Red Wings, Tony Amonte of the Philadelphia Flyers, 2004 World Junior Tournament MVP Patrice Bergeron of the Boston Bruins, Daniel and Henrik Sedin of the Vancouver Canucks and Russian standout Evgeni Malkin, the #2 overall pick in the 2004 NHL draft.

“Rbk Hockey products integrate cutting edge technology and were developed with input from NHL players to create the lightest equipment, with the best fit and performance available,” said Matt O’Toole, president and CEO of The Hockey Company, a Reebok subsidiary. “The products target the expressive, new school hockey player who pushes the limits of speed, agility and creativity on the ice and demands nothing but the best in performance, fit and comfort.”

To support the product launch, Reebok has created a multi-faceted Rbk Hockey marketing campaign scheduled to launch in March. The campaign, entitled “The Switch is On,” features Rbk Hockey’s new endorsees and will include print, electronic, out-of-home and television advertising.

The campaign, developed by Toronto-based advertising agency The Hive Strategic Marketing, highlights the fact that with Rbk Hockey, Reebok has gone back to the drawing board to “Rethink”, “Redefine,” and “Redesign” the look, feel and performance limits of hockey products, while still remaining true to the game and its long history and tradition.

“Reebok continues to be at the forefront of developing performance technologies that will define our industry and help the world’s best athletes push the limits of athletic achievement,” said Reebok Senior Vice President John Frascotti. “By bringing this same approach to Rbk Hockey, Reebok has made the world’s fastest game, even faster.”

The full Rbk Hockey product line will be available at retail on March 1st.