So are kinematics geeks at TaylorMade about to, in their words, “redefine” hockey gear? Or is this just a cross-market promotional gimmick aimed to capture momentum in the hockey market? The Adidas Group’s 2012 outlook, after all, predicts low- to mid-single-digit growth at TaylorMade, whereas Reebok-CCM is expected to achieve “strong double-digit” increases, thanks to growing interest in hockey south of the border. Both companies are wholly owned by the global sports-goods behemoth, Adidas Group-a fact omitted from their joint press release and most of the ensuing media coverage. Analysts applauded CCM for reaching between sporting silos with the deal, but these were not strangers spotting each other across a crowded room. It’s now the second-largest maker of clubs in the U.S., with $1.3 billion in sales last year. TaylorMade cemented its reputation as a trailblazer when it introduced metal drivers to golf in 1979. First up: an eye-catching carbon-fibre stick dubbed the RBZ, featuring a snow-white blade. The California-based company announced a long-term collaboration with Montreal’s Reebok-CCM that both firms say will bring “game-changing equipment” to Canada’s national sport. Rinks across the country-which have seen their share of consumer fads-buzzed last month with news that TaylorMade, manufacturer of top-of-the-line golf gear, was getting into the hockey-stick business.
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