Reebok-CCM Hockey begins new campaign
Montreal-based Reebok-CCM Hockey has begun a new advertising campaign promoting its U+ line of skates. The campaign, developed by Cramer-Krasselt, consists of a television commercial, print advertising and a website. The creative uses the tagline "Built from the inside out" and depicts the new skates as an extension of the player's body. The television ad will run during National Hockey League game broadcasts in markets hosting Original Six hockey teams. The print ads will run primarily in hockey publications. "CK really captured this concept and what the U+ skate is with the 'Anatomical' TV spot and print ads they created", said Jon Budge, brand manager at CCM. Reebok-CCM Hockey is a subsidiary of the Adidas Group.