Crosby's New Stick

Reebok Hockey was set to launch its latest edition of the Sickick series – the 11K Sickick III. So we figured, what better way to launch than to put it in the hands of NHL superstar, Sid Crosby.

Three videos were released, each showcasing a specific attribute of the 11K Sickick III: A) explosive release, B) deadly accuracy and C) unprecedented feel. We wanted the video series to be entertaining and engaging enough to start a viral conversation through social media outlets.

That’s exactly what it did. Crosby lovers and haters from all over the globe inundated sites like NHL.com, NBCsports.com and of course Youtube.com with theories, solutions and justifications on whether what Sid did was possible or merely a well placed ad by a clever sporting goods company and their agency partner. Either way, the story of Sid and his amazing new stick quickly became an internet sensation and generated exactly the conversation Reebok was hoping for.