Reebok and the National Hockey League (NHL) have teamed up to launch the first-ever “NHL Powered by Reebok” retail destination. Ideally located at 6th Avenue and West 47th Street on the ground floor of the NHL’s new World Headquarters in New York City, the revolutionary new store features technology, symbolism and authenticity to create an unprecedented shopping experience for players and fans around the world.

“As the official outfitter of the NHL, Reebok is thrilled to partner with the League to create this first-of-its-kind shopping experience,” said Reebok President and CEO Paul Harrington. “With the 'NHL Powered by Reebok' store, we are delivering a truly innovative, symbolic and authentic retail experience for hockey fans of all ages. The store is a fitting showcase for two of the world's most respected brands - Reebok and the National Hockey League.”

“The ‘NHL Powered by Reebok’ store will serve as a year-round showcase for the sport of hockey and will bring the game to life through a multi-sensory experience,” said NHL Executive Vice President of Marketing, Brian Jennings. “We are excited to partner with Reebok because of their immense retail experience. Together, we have produced a store that will undoubtedly become a must-see destination for hockey fans worldwide.”

“NHL Powered by Reebok” is truly revolutionary as it marks several industry firsts. It is the first store of this magnitude to show the breadth of entire league with all 30 teams represented. The store features the first-ever merchandisable frozen “Ice Wall,” and it is the only retail destination to feature floor-to-ceiling digital video walls for displaying larger-than-life high definition NHL games and highlights.

Featuring a full range of technologically advanced Reebok merchandise including equipment, footwear, apparel and accessories, the new “NHL Powered by Reebok” flagship store provides men, women and children with the latest performance and lifestyle gear to meet all their on-ice and off-ice needs.

In addition, the retail destination features interactive e-commerce kiosks allowing consumers to place orders digitally. Within the store, consumers can navigate through one of Reebok’s e-commerce websites, RbkCustom.com, to create their own unique hockey licensed footwear, and visit Shop.NHL.com to check out the “NHL Powered by Reebok” virtual store microsite. The store also features state-of-the-art high-definition video and live satellite radio broadcasting.

Taking symbolic architectural inspiration from the shapes, movements, materials and marks that embody the game, every feature in the entire “NHL Powered by Reebok” store brings hockey to life for the consumer. Symbolic details include a custom-made chandelier in the center of the room comprised of more than 400 regulation hockey sticks, merchandising walls that take design cues from skate blades, display fixtures that are fluid to mimic the action of skating, and much more.

Staying true to the purity and authenticity of the sport of hockey and all the 30 teams the NHL represents, “NHL Powered by Reebok” is the first-ever store to feature the breadth of the league. Featuring walls with vast displays of jerseys and hats of every team, the authentic store also will feature a wall adorned with one-of-a-kind imagery of top NHL players including Sidney Crosby, Alexander Ovechkin, Joe Thornton and Martin Brodeur.

When visiting the “NHL Powered by Reebok” store, consumers may enjoy beverages from Starbucks, listen to live radio broadcasts from XM Satellite Radio, and peruse and purchase merchandise including Upper Deck Trading Cards, Fathead Posters, Xbox 360, PlayStation 3, Nintendo DS, EA Sports, InGlasCo Pucks and more.

“NHL Powered by Reebok” features a radio broadcast studio for XM, the official satellite radio network for the NHL. Airing every game for all NHL teams, XM also has a 24-hour hockey talk radio channel, “NHL Home Ice.” The “NHL Home Ice” show “NHL LIVE” broadcasts from the store weekdays from 12:00 p.m. to 2:00 p.m. ET. “NHL LIVE” hosts Don La Greca and E.J. Hradek talk hockey with XM listeners across the U.S. and Canada.

The Starbucks design team worked with Reebok and the NHL to create an integrated “store within a store” to provide the ultimate “Starbucks Experience.” In addition to custom finishes and furniture, the space features a one-of-a-kind mural integrating Starbucks’ traditional colors with a design that invokes the feeling of an outdoor hockey game.

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 the Reebok website.

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 100 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, NHL Network and HDNet) and radio (Westwood One and XM Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey’s All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.com. NHL is a registered trademark and the NHL Shield is a trademark of the National Hockey League. All rights reserved.

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