REEBOK, the global sportswear company founded in Bolton over 100 years ago, has made sports history after it signed a five year, multi-million dollar sportswear deal with a 17-year-old Canadian ice hockey phenomenon.
Sidney Crosby, who plays for Rimouski Oceanics in the Canadian junior leagues, has been described by commentators as 'the best player to enter the professional ranks for 20 years', and is tipped to be at top of every team manager's signing list in the top flight National Hockey League next season.
The exact terms of the deal were not released by Reebok, but Crosby is known to have turned down a three year, $7.5 million deal from a rival company last year.
The Reebok deal makes Crosby the highest-paid hockey equipment endorser, ahead of established NHL stars like Dallas' Mike Modano, Detroit goalie Curtis Joseph and St. Louis Blues' Chris Pronger. The trio earns between $100,000 and $150,000 a year each with Reebok.
Crosby will sport the new Rbk 8K FitLite helmet and the Rbk 8K skates, and will also will use Reebok footwear, clothing and training equipment for his off-ice workouts. He will be a major part of Reebok's North American marketing strategy, both on and off the ice.
"I am really excited to join Reebok's roster of great athletes," said Crosby. "Reebok is a brand I have always admired and respected, and I feel very fortunate to be among the first players to wear Rbk Hockey products."
He added: "The skates and equipment look incredible and I can't wait to get started working with on my own equipment."
Reebok beat off competition from sportswear firms Nike and Bauer for the teenager's signature.
"In 2005, hockey fans around the world will be introduced to two of the most exciting newcomers to hit the sport in many years - Sidney Crosby and Rbk Hockey," said Matt O'Toole of Reebok. "Rbk Hockey products represent a new generation of equipment for a new generation of player, and no player fits that profile better than Sidney Crosby."
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