On Tuesday, Reebok and the NHL announced the official debut of the new and improved NHL All-Star referee and linesman jerseys, which will be used at this years historic NHL All-Star Game. However, these jerseys are not your average sports officials jersey. Unlike the regular NHL referee and linesman jersey, Reebok has used its product innovation technologies to construct a jersey that is 18% lighter in weight and is customized to fit the specific needs of the officials. With this, there are a few unique features that make this customized jersey much different from the current officials jerseys. These features include stretch mesh in the underarm and back of the jersey, a zipper-less neckline, numbers on the back and on the sleeves, and an enhanced referee arm bar designed to allow for greater on-ice visibility. The uniforms also include a microphone channel that allows the officials to maneuver seamlessly across the ice with their microphones securely fastened. According to Stephen Walkom, NHL Senior Vice President and Director of Officiating, "The uniforms were designed to offer a lighter and more comfortable fit, which provides officials with and increased range of motion and better moisture management." But do you think the NHL and Reebok stopped there? Of Course not.
Along with the introduction of the new and improved officials jerseys, the jerseys that will be worn by the Eastern and Western conference teams have also been refurbished. The All-Star jerseys include Reebok's patent-pending Smoothfit™ performance name and number technology, which eliminates 35% of the weight inherent to traditional name and numbering systems. This new technology allows for players to move more competently on the ice and also contributes to enhanced moisture management. However, the aspect that I found most interesting about the players jerseys is that they pay a tribute to the history of the game through the use of color and symbolic references. The Montreal Canadians colors (red, white, and blue) are present in both the East and West uniforms symbolizing the celebration of the organizations 100th anniversary. Also, the three stars etched on the sleeves represent the three most recent NHL All-Star games held in Montreal. According to Keith Leach, Director of NHL Merchandising, Reebok, "The uniform is a deliberate break from traditional hockey uniform patterning and symbolizes the revolutionary advances the sport has made in both technology and popularity." He also proposed that, "The asymmetric cut lines are meant to create visual motion in the uniform, which is both a literal reference to the speed of the game and symbolic reference to its evolution into the future."
Reebok has truly provided itself with a sufficient marketing image by innovating these products for an event this size. With the introduction of these new and improved products, Reebok will now have the opportunity to potentially compete in new markets ( Ex. innovating umpire uniforms/baseball jerseys, football officials uniforms/football jerseys, etc...), which could then help them gain a competitive advantage.
Check Reebok's jerseys out at...
http://www.nhl.com/
Along with the introduction of the new and improved officials jerseys, the jerseys that will be worn by the Eastern and Western conference teams have also been refurbished. The All-Star jerseys include Reebok's patent-pending Smoothfit™ performance name and number technology, which eliminates 35% of the weight inherent to traditional name and numbering systems. This new technology allows for players to move more competently on the ice and also contributes to enhanced moisture management. However, the aspect that I found most interesting about the players jerseys is that they pay a tribute to the history of the game through the use of color and symbolic references. The Montreal Canadians colors (red, white, and blue) are present in both the East and West uniforms symbolizing the celebration of the organizations 100th anniversary. Also, the three stars etched on the sleeves represent the three most recent NHL All-Star games held in Montreal. According to Keith Leach, Director of NHL Merchandising, Reebok, "The uniform is a deliberate break from traditional hockey uniform patterning and symbolizes the revolutionary advances the sport has made in both technology and popularity." He also proposed that, "The asymmetric cut lines are meant to create visual motion in the uniform, which is both a literal reference to the speed of the game and symbolic reference to its evolution into the future."
Reebok has truly provided itself with a sufficient marketing image by innovating these products for an event this size. With the introduction of these new and improved products, Reebok will now have the opportunity to potentially compete in new markets ( Ex. innovating umpire uniforms/baseball jerseys, football officials uniforms/football jerseys, etc...), which could then help them gain a competitive advantage.
Check Reebok's jerseys out at...
http://www.nhl.com/
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