Reebok Hockey is partnering with apparel retailer Lids to put on a socially generated contest that will send fans to the 2017 Bridgestone NHL Winter Classic outdoor game between the Chicago Blackhawks and the St. Louis Blues. 

The #BornInTheColdContest is being held for a relatively short period of time for a social media contest; aspiring entrants have between Friday, December 9 to Sunday, December 18 to participate. The contest?s timing is conspicuous, and speaks to a desire to drum up support primarily towards younger hockey enthusiasts about to being their seasons, rather than fans of the NHL, which began its season in October.

"We have done collaborations with Lids on the adidas side with the MLS, and they have been successful," said Kathleen Donohue, associate marketing manager, NHL at adidas Group. "This is our first time launching a contest like this with Reebok Hockey, the NHL and Lids. 

"The Winter Classic is such a great story and is complimented by great product made by the Reebok Hockey team. We wanted to leverage this contest to get fans excited about the game coming up on January 2. We ask fans to show off their team colors in their authentic Reebok gear that you can pick up at Lids or Lids Locker Room."

Fans will be encouraged to show how proud they are to be ?Born in the Cold? by illustrating ways they play and celebrate hockey amid freezing and sub-freezing temperatures. Those interested in participating must tag @Lids or @Lids4Hats, use the hashtag #BorninTheColdContest and upload a photo or video to Twitter or Instagram.

Users may also manually upload photos and videos to the campaign's mobile-optimized Web site to enter. Winners will be selected and announced on Monday, December 19.

One grand-prize winner will receive two tickets to the 2017 Bridgestone NHL Winter Classic. A second grand-prize winner will receive two tickets to the 2017 NHL Winter Classic Alumni Game.

One runner-up will win an NHL Winter Classic prize pack stuffed with Reebok gear and a $100 Lids gift card.

The social media contest is merely the latest in a recent spate of campaigns delineating Reebok?s commitment to courting the enthusiast market. The brand?s acquisition by adidas in 2006 may be an explanation for the pivot, beginning with its origins; the deal involved the larger adidas replacing Reebok as the official uniform and apparel supplier for the NBA at the time. 

As parent company adidas goes the fashion route, with high-profile collaborations with names such as Kanye West, Reebok is staying firmly within a performance-driven enthusiast market, exemplified through partnerships with brands such as Crossfit. 

In October, Finish Line Finish Line is launched a female-specific brand experience through its #WeAreMore campaign featuring exclusive imagery and online video content in collaboration with Olympic gymnast Aly Raisman and Reebok (see story).

And the social media contest is a familiar page in the Reebok playbook: last year, it urged Instagram users to complete in its Fit to Attack challenges, leveraging viral social media tactics and pushes from big-names in fitness (see story). 

"In working with the NHL and Lids, we wanted to allow fans to show off their team colors wearing their authentic Reebok Hockey gear for a chance to win tickets to the 2017 Winter Classic game in St. Louis," Ms. Donohue said. "Fans can show off their team pride for a chance to be in the stands on January 2.

"Reaching our consumers and fans through mobile is very important to us. We are always looking for new ways to engage our consumers through our products."