MUMBAI: Footwear manufacturer Reebok International is using the medium of ice hockey in the US and Canada in a big way to connect closer with consumers.

The company has launched Rbk Hockey, a new line of hockey products developed and tested by The Hockey Company which is a Reebok subsidiary, in close collaboration with some of the world's best hockey players. Rbk Hockey skates, sticks and protective equipment offer customisability and feature new, proprietary technologies and materials never before used in hockey equipment.

To support the product launch, Reebok has created a multi-faceted Rbk Hockey marketing campaign scheduled to launch in March in the US and Canada. The campaign The Switch is On features Rbk Hockey's new endorsees and will include print, electronic, out-of-home and television advertising.

The campaign, developed by Toronto-based advertising agency The Hive Strategic Marketing, highlights the fact that with Rbk Hockey, Reebok has gone back to the drawing board to "Rethink", "Redefine," and "Redesign" the look, feel and performance limits of hockey products, while still remaining true to the game and its long history and tradition.