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2005-03-08 – Hockey Phenom Sidney Crosby Chooses Reebok
17-Year-Old to use New Rbk Hockey Line of Skates, Equipment and
Apparel
CANTON, Mass. Reebok International has signed a multi-year agreement
with Sidney Crosby, the consensus top pick in the next National
Hockey League draft, and widely anticipated to be the best player to
enter the professional ranks in twenty years. Already immensely
popular in his native Canada, Crosby's profile is expected to grow
in the United States and around the world when his pro career
begins. He will be a major part of Reebok's marketing strategy, both
on and off the ice.Crosby was a force in Team Canada's Gold Medal
win at the 2005 IIHF World Junior Championships earlier this year.
The 17-year-old from Cole Harbour, Nova Scotia is currently the
leading scorer in the Quebec Major Junior Hockey League (QMJHL) as a
member of the Rimouski Oceanic.
"In 2005, hockey fans around the world will be introduced to two of
the most exciting newcomers to hit the sport in many years - Sidney
Crosby and Rbk Hockey," said Matt O'Toole, president and CEO of The
Hockey Company, a Reebok subsidiary. "Rbk Hockey products represent
a new generation of equipment for a new generation of player, and no
player fits that profile better than Sidney Crosby."
The 17-year-old hockey phenom joins a growing list of NHL stars who
have made the switch to Rbk Hockey, including Team Canada linemate
and World Junior Tournament MVP Patrice Bergeron of the Boston
Bruins and NHL All-Stars Mike Modano of the Dallas Stars, Pavel
Datsyuk and Curtis Joseph of the Detroit Red Wings, Chris Pronger of
the St. Louis Blues, Tony Amonte of the Philadelphia Flyers, Roberto
Luongo of the Florida Panthers, and Russian standout Evgeni Malkin,
the #2 overall pick in the 2004 NHL draft.
"I am really excited to join Reebok's impressive roster of great
athletes," said Crosby. "Reebok is a brand I have always admired and
respected, and I feel very fortunate to be among the first players
to wear Rbk Hockey products." He added, "The skates and equipment
look incredible and I can't wait to get started working with Reebok
on my own equipment."
"The Next One"
Since he first began skating at age 3, and when he played his first
hockey game at age 5, it was apparent Crosby had talent beyond his
years. At age 7, he was already being interviewed about his hockey
talents and drawing attention across Canada. By 14, he was being
featured on national Canadian television and his celebrity was
growing with each goal. The Hockey News compared the young player to
Wayne Gretzky, calling him "The Next One."
Crosby joined the QMJHL in 2003 as the first overall pick of
Rimouski. During his first season, he was described as the most
polished 16-year-old in the history of the league, which has
featured many of greatest players to ever lace up a pair of skates,
such as Mike Bossy, Mario Lemieux, Marcel Dionne and Guy Lafleur.
Among the products Crosby will be wearing are the Rbk 8K FitLite
helmet, the lightest and first fully customizable helmet ever
developed, and the Rbk 8K skate featuring Reebok's FitLite
technology for superior fit and comfort in a lightweight pro
performance skate. In addition, Crosby will be using Reebok
footwear, apparel and training equipment for his off-ice training.
Crosby joins tennis star Andy Roddick, NBA All-Stars Allen Iverson
and Yao Ming, skateboarder Stevie Williams, music sensations 50 Cent
and Jay Z and many other young, rising stars and established icons
in the sports and entertainment worlds as Rbk endorsers.
"Sidney is the perfect athlete to represent not only Rbk Hockey, but
also the Reebok brand," said Reebok's Senior Vice President John
Frascotti. "He is one of the rare athletes who comes along once in a
generation, and we are very excited to have him as part of the
Reebok team."
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