Reebok International Ltd.

Reebok International Ltd.


January 22, 2007 14:00 ET

Reebok and NHL to Unveil New Technologically-Advanced Uniform System

Rbk EDGE Uniform System To Make On-Ice Debut During NHL All-Star Celebration

NEW YORK, NEW YORK and CANTON, MASSACHUSETTS--(CCNMatthews - Jan. 22, 2007) - For the first time in the history of any major North American professional sports league, a league-wide uniform innovation has been established. The National Hockey League and Reebok have partnered to create a technologically-advanced uniform system designed to meet the demands of today's NHL players, called the Rbk EDGE Uniform System™.

With performance and safety at the forefront of the design process, the Rbk EDGE Uniform System will debut after more than two years of research and testing. NHL players, the National Hockey League Players' Association (NHLPA) and NHL team executives worked in conjunction with RBK Hockey research and development to play an integral role in the design process.

The new Rbk EDGE Uniform System will be introduced as Eastern and Western Conference All-Star uniforms during the 2007 NHL All-Star Celebration in Dallas, Texas. The uniforms will make their first on-ice appearance tonight during an open practice at the American Airlines Center for both All-Star teams before formally making a debut during the 55th NHL All-Star Game on Wednesday, January 24.

All 30 NHL teams will wear the RBK EDGE uniform in their respective colors and designs this fall with the opening of the 2007-08 NHL season.

"Designed in collaboration with NHL players and the NHL Players' Association, the Rbk EDGE Uniform System provides the cutting-edge technology required by the player of today -- and tomorrow -- while remaining respectful of our sport's glorious past," said Brian Jennings, Executive Vice President, NHL Consumer Products Marketing and Retail Operations.

"Reebok's long history of innovation combined with Reebok-CCM Hockey's expertise in the sport have culminated in the creation of the Rbk EDGE Uniform System," said Matt O'Toole, President and CEO Reebok-CCM Hockey. "The enhanced materials engineered into the system will help the League's great athletes in taking the fastest game on ice to an unprecedented new level of performance."

Featuring technologically-advanced materials and fabrics that are more breathable, more resistant to water absorption and offer greater range of movement, the NHL and Rbk designed a uniform that better complements today's game. More than two years of extensive research, development and testing were performed with player feedback integral to the process - from direct on-ice product testing to feedback in the dressing rooms at team practice sessions.

"The Rbk EDGE is the real deal," said Tampa Bay Lightning forward Vincent Lecavalier. "You can't believe it until you've tried it in practice. It is so much lighter than what we have today ... the air seems to flow right through you and it takes in almost no moisture. It definitely makes me feel faster. It's unbelievable."

The Rbk EDGE Uniform features innovative materials designed to provide comfort and improved compatibility with equipment while helping to enhance player performance.

Highlights include:

- Four lighter fabrics incorporated in the jersey, pants and socks to keep players drier while also adding increased durability to the uniform.

- The jersey's stretch fabric in the collar features Rbk's innovative PLAYDRY™ moisture management technology to maximize comfort, breathability and temperature control.

- The stretch mesh in areas including the underarms and back provides additional range of motion and increased ventilation.

- 4Way Stretch Pique features Rbk's latest innovation, BEAD AWAY™ water repellent technology. The 4Way Stretch Pique offers freedom of movement while retaining 76 percent less moisture than the current NHL jersey.

- X-trafil is incorporated into high-abrasion areas such as the shoulders and elbows to provide increased durability.

Reebok and the NHL consulted some of the top scientific minds in the country to perform independent tests to validate the performance features of the Rbk EDGE Uniform System. Wind tunnel testing conducted at the Massachusetts Institute of Technology (MIT) confirmed a nine percent reduction in drag, enabling a player to move faster on the ice. Central Michigan University's thermal regulation studies authenticated the effectiveness of the Rbk EDGE Uniform's core temperature management system, resulting in a cooler and drier player.

The entire Rbk EDGE Uniform system was created with an anatomical fit to integrate better with players' shoulder and elbow padding, core protectors and shin guards. This design allows for an increased freedom of movement which provides for a better range of motion for the player.

Reebok will support the uniform system launch with an integrated marketing campaign. Created by Toronto advertising agency, The Hive Strategic Marketing, the campaign will feature print, online, video and in-arena executions. Consumers can visit to gain additional insight into the revolutionary new Rbk EDGE Uniform System.

Eastern and Western Conference NHL All-Star jerseys featuring the Rbk EDGE Uniform System are now available at retail stores throughout Dallas, including Dallas Stars team stores, JCPenney, Dick's Sporting Goods and The Sports Authority. The jerseys also are available online at

About the NHL

The National Hockey League, founded in 1917, is the second-oldest of the four major team sports leagues in North America. Today, 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. According to a Simmons Market Research study, NHL fans are educated, tech-savvy and the youngest of all of the fans of any other professional sport. The NHL entertains more than 100 million fans each season in-arena and through its national television - VERSUS, NBC, TSN, CBC, RDS, RIS, NHL Network and HDNet - and radio - Westwood One, Sirius and XM Radio - partners. Through the NHL Foundation, the League's charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey's All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to

About Reebok

Reebok International, based in Canton, Mass., is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the Reebok, CCM, Jofa, and Koho brands. For more information, visit Reebok at

NHL is a registered trademark and the NHL Shield is a trademark of the National Hockey League. All Rights Reserved.

Contact Information

  • National Hockey League
    Nirva Milord
    Mobile: 347-853-4637
    Reebok International
    Diane Pelkey
    Mobile: 617-256-4541