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Reebok Hockey conducts Winter Classic campaign

Reebok Hockey has begun a social media campaign called "Dress for Battle" tied to the upcoming NHL Winter Classic hockey game on Jan. 1. The promotion, which began on Dec. 22, takes the form of a competition to gauge which team has the strongest fan pride.

Fans of either competing team, the Boston Bruins or Montreal Canadiens, are encouraged to submit photographs of themselves via social, wearing Reebok apparel and demonstrating their "game face." Selected images will be displayed on billboards and transit screens in Boston and Montreal. The photos will also be posted online at <>.

In addition, the brand will operate a tent installation at the outdoor festival in Foxborough, MA the day before the game. Promotional workers will invite attendees to display their team pride and to answer trivia questions for prizes.

"We know that hockey fans are among the most passionate in the world, and no pillar event underlines rivalry and fandom better than the annual NHL Winter Classic," said Keith Leach, director of NHL licensed apparel at parent company Adidas Group. "At Reebok Hockey, we love to provide a platform for our fans to show their team allegiances, and they do so in many ways. Many don team apparel and others debate the game, players and teams. We thought this year's NHL Winter Classic would provide us an opportunity to show both."

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