Reebok is mounting a watch-and-win promotion during NBC’s telecast of the NHL’s Winter Classic on New Year’s Day, when the Stanley Cup champion Detroit Red Wings play the Chicago Blackhawks outdoors at Wrigley Field. The “Lost Logo Challenge” asks TV viewers and the 40,000 expected at the game to find the lone NHL player without a Reebok logo on his jersey. TV viewers can enter the challenge online, while attendees will be given Reebok and Winter Classic branded binoculars and be able to text in their entries. All entrants naming the correct player will be entered into a random drawing, with two winners receiving trips to the Stanley Cup Finals for four. Non-winning entrants get discounts on Reebok merchandise. It’s no coincidence that Reebok wants to draw attention to the jerseys, as both teams will debut retro uniforms from Reebok at the game. The Blackhawks will wear jerseys first seen in 1935, while the Red Wings will don sweaters from 1926. The size of the Winter Classic merchandise selection, much of it from Reebok, has doubled this year, and includes outerwear, fleece, caps, gloves and scarves. It will be largely available online and in the Detroit and Chicago markets.http://www.sportsbusinessjournal.com/article/60871
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