MAM
Reebok using hockey to break the ice in US, Canada
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.
The company claims that several National Hockey League (NHL) stars have already made the switch to Rbk Hockey. One of the players Chris Pronger of the St. Louis Blues said, “Reebok has always been a brand that puts performance and quality first. It was clear the first time I laced up my Rbk skates that this
commitment to quality and attention to detail extends into hockey. All of the Rbk products are tremendous and I have no doubt my game will benefit from joining the Reebok team.” In India viewers can catch NHL action on ESPN.
The Hockey Company president and CEO Matt O’Toole said, “Rbk Hockey products integrate cutting edge technology and were developed with input from NHL players to create the lightest equipment, with the best fit and performance available. The products target the expressive, new school hockey player who pushes the limits of speed, agility and creativity on the ice and demands nothing but the best in performance, fit and comfort.”
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.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
