Reebok / CCM

Reebok / CCM

January 17, 2006 13:54 ET

Reebok Inaugurates its New Montreal Headquarters and Innovation Center

MONTREAL, QUEBEC--(CCNMatthews - Jan. 17, 2006) - Reebok officially inaugurated its new Montreal head office and Innovation Center today. Located in the borough of Saint-Laurent, the newly constructed Reebok headquarters occupies 350,000 total square feet and it is the new home to both, Reebok Canada and Reebok's global hockey division, employing 376 full time people.

The New Home of the Global Hockey and Lacrosse Division

Reebok's global hockey division, known as The Hockey Company, houses a state of the art Hockey Research and Innovation Center in its Saint-Laurent headquarters. The new facility consolidates all of the global hockey equipment and apparel activities carried out under the Reebok, CCM, JOFA and KOHO brands. The significant investment in the new Hockey Research and Innovative Center is another sign of the Company's ongoing commitment to continued leadership of the industry through product innovation. The Hockey Research and Innovative Center is focused on developing a continuous stream of state of the art hockey equipment and apparel for players throughout the world. Reebok's global hockey division is the exclusive supplier of all NHL authentic and replica jerseys for the entire league. In addition, this Reebok hockey division is also the premier equipment supplier and the exclusive supplier of all authentic and replica jerseys for the entire American Hockey League (AHL), the Canadian Hockey League (CHL) and the National Lacrosse League (NLL). The Company is also the exclusive supplier of authentic and replica jerseys for 11 ECHL teams. Through its Rbk and CCM brands, Reebok is associated with the best professional athletes in the world, including Sidney Crosby, Saku Koivu, Vincent Lecavalier and Martin Brodeur.

The New Home of Reebok Canada

The new Montreal Headquarters also houses Reebok Canada, a subsidiary of Reebok International Ltd. Reebok Canada is responsible for the marketing and the distribution of all Reebok athletic footwear and athletic apparel products throughout Canada. Reebok Canada has been re-located to this Montreal site and it has resulted in creating more than 220 new full time jobs. Reebok branded footwear and apparel will begin shipping from this new Montreal distribution center in late January, 2006. A unique retail laboratory, which is located at the main entrance, welcomes all employees and guests by showcasing the latest product launches. Product showrooms are located within the new headquarters allowing retail clients from around the world to view newly merchandised products ranging from the latest footwear to licensed apparel to the most exciting hockey equipment. All Reebok branded products sold at retail stores across Canada will be shipped from this St-Laurent location. Reebok Canada is the exclusive authentic and replica jersey supplier to all nine teams in the Canadian Football league (CFL). Reebok International Ltd., is the exclusive supplier of all authentic and replica jerseys of the National Football League (NFL) and the National Basketball Association (NBA).

Dedicated to Growth

Following the announcement made in June 2004 regarding Reebok International's acquisition of The Hockey Company, the company identified and seized the opportunity to construct the infrastructure required to lead the rapid growth stemming from the transaction. The range of products in Reebok's new portfolio, positions the company as a major leader within the international sports equipment and apparel products market. The move to a larger and more sophisticated facility was necessitated by the development plan established by Reebok International with a view to further strengthen its position as a powerful global sports performance brand.

The new facility complements the company's existing production plants in Canada and Europe. In Canada, the Saint-Jean-sur-Richelieu plant employs 118 people and manufactures quality hockey equipment. The Cowansville plant is specialized in producing Rbk and CCM branded hockey sticks and it employs 90 people. The Saint-Hyacinthe production facility produces NHL authentic and replica jerseys as worn by all 30 teams and it employs 140 people. In Europe, plants are located in Finland, employing 100 people, and in Sweden, which employs 116 more people. Both European facilities manufacture hockey equipment under the CCM, JOFA and KOHO brands. The Company also has sales offices in Toronto and in Germany.

"We are very proud of the major investment that we have made," said Matt O'Toole, President and Chief Executive Officer of Reebok Canada and The Hockey Company. "Sports enthusiasts throughout the world have overwhelmingly endorsed our strong brand portfolio of Reebok and CCM, creating strong consumer demand for our performance products on a global basis. We are honored to be the exclusive licensee of all authentic and replica jerseys to the key professional sports leagues. Our partnership with some of the best professional athletes such as Sidney Crosby, wearing our new Rbk Pump skates, has propelled the Rbk brand to new heights."

Fifty (50) NHL players have already made the switch to the new Rbk 9k Pump skates. Sidney Crosby is featured in Reebok's new "I am what I am" global television and print campaign.

About Reebok

Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, KOHO, JOFA and Greg Norman brands. Sales for 2004 totalled approximately $3.8 billion. Reebok can be accessed on the World Wide Web at

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