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Reebok Announces Champs Sports as an NHL Retail Destination

Reebok/NHL product for Champs (Photo courtesy of Champs Sports)

The shop-in-shops, dedicated strictly for NHL/Reebok apparel & headwear, will help to differentiate Champs Sports from other mall retailers by creating an integrated NHL shopping & marketing retail experience in select cities across the U.S. and Canada. The shop will feature men's and women's jerseys, apparel and headwear, focusing on the sports lifestyle category.

"As the authentic outfitter of the NHL, Reebok's Sports Licensed Division is thrilled to partner with Champs Sports and the NHL to provide fans with an inspiring NHL retail opportunity," said NHL Director of Merchandise Keith Leach. "Hockey fans are among the most passionate in sports, and we are happy to provide them with greater accessibility to shop for their favorite NHL team apparel."

"The launch of the Reebok/NHL Shop-in-Shop further strengthens our positioning in the mall as the premium head-to-toe destination for the sport inspired customer," said Vice President of Marketing for Champs Sports - Frank Bracken. "We are very excited to launch these shops in key markets heading into the 2011-12 NHL season. The elevated product assortment from Reebok and the marketing programs that we collaborated on with Reebok and the NHL will provide our customers a totally unique and engaging shopping experience throughout the season and into the chase for the Stanley Cup."

"The NHL is proud to partner with Champs Sports and Reebok in creating a progressive retail experience that serves our strong active young demographic," said Jim Haskins, NHL Group Vice President of Consumer Products Licensing, "This initiative celebrates the NHL brand with product that showcases the fashion and authenticity unique to the NHL fan."

A once-in-a-lifetime opportunity to attend the "2012 Bridgestone NHL Winter Classic" will jumpstart the NHL, Reebok and Champs Sports partnership. Starting on October 5, fans may enter a sweepstake to win various prizes, including the grand prize of two tickets and accommodations to attend the January 2, 2012 outdoor game pitting the New York Rangers against the Philadelphia Flyers in Philadelphia. Fans may enter through various channels, including in-store and online. For more information, including Official Rules, fans can go to www.champssportssweepstakes.com and https://www.facebook.com/champssports?sk=app_270050469679610.

About Champs Sports

Champs Sports is one of the largest sports specialty retailers in North America. We have over 500 stores throughout the U.S., Canada and Puerto Rico/Virgin Islands. We bring to the table an arsenal of the finest, freshest athletic apparel, footwear, and accessories you'll find anywhere. For more information, visit us at www.champssports.com.

About the NHL

The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League's international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, ASN and NHL Network ) and radio (NHL Radio , Sirius XM Radio and XM Canada). Through the NHL Foundation, the League's charitable arm, the NHL raises money and awareness for Hockey Fights Cancer and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.

About Reebok

Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.reebok.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50019167&lang=en

M&C Saatchi Sport & Entertainment
Jody Sowa
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jody.sowa@mcsaatchi.com