Reebok & NHL partner with Champs Sports

08 Oct '11

3 min read

Reebok's Sports Licensed Division (SLD), the authentic outfitter of the National Hockey League (NHL), announced a unique partnership with Champs Sports to establish it as a pinnacle retail destination for the NHL in both Canada and the United States. Champs Sports will be creating unique “shop-in-shops,” where customers will be engaged with a unique NHL/Reebok brand and shopping experience.

The shop-in-shops, dedicated strictly for NHL/Reebok apparel & headwear, will help to differentiate Champs Sports from other mall retailers by creating an integrated NHL shopping & marketing retail experience in select cities across the U.S. and Canada. The shop will feature men's and women's jerseys, apparel and headwear, focusing on the sports lifestyle category.

“As the authentic outfitter of the NHL, Reebok's Sports Licensed Division is thrilled to partner with Champs Sports and the NHL to provide fans with an inspiring NHL retail opportunity,” said NHL Director of Merchandise Keith Leach. “Hockey fans are among the most passionate in sports, and we are happy to provide them with greater accessibility to shop for their favorite NHL team apparel.”

"The launch of the Reebok/NHL Shop-in-Shop further strengthens our positioning in the mall as the premium head-to-toe destination for the sport inspired customer,” said Vice President of Marketing for Champs Sports - Frank Bracken. “We are very excited to launch these shops in key markets heading into the 2011-12 NHL season. The elevated product assortment from Reebok and the marketing programs that we collaborated on with Reebok and the NHL will provide our customers a totally unique and engaging shopping experience throughout the season and into the chase for the Stanley Cup.”

"The NHL is proud to partner with Champs Sports and Reebok in creating a progressive retail experience that serves our strong active young demographic,” said Jim Haskins, NHL Group Vice President of Consumer Products Licensing, "This initiative celebrates the NHL brand with product that showcases the fashion and authenticity unique to the NHL fan.”

A once-in-a-lifetime opportunity to attend the "2012 Bridgestone NHL Winter Classic” will jumpstart the NHL, Reebok and Champs Sports partnership. Starting on October 5, fans may enter a sweepstake to win various prizes, including the grand prize of two tickets and accommodations to attend the January 2, 2012 outdoor game pitting the New York Rangers against the Philadelphia Flyers in Philadelphia. Fans may enter through various channels, including in-store and online.

Champs Sports is one of the largest sports specialty retailers in North America. We have over 500 stores throughout the U.S., Canada and Puerto Rico/Virgin Islands. We bring to the table an arsenal of the finest, freshest athletic apparel, footwear, and accessories you'll find anywhere.

The National Hockey League, founded in 1917, is the second-oldest of the four majorprofessional team sports leagues in North America. The NHL consists of 30 Member Clubs, each reflecting the League's international makeup, with players from more than 20 countries represented on team rosters.

Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment.

Reebok International Ltd.

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