Matt O'Toole, Chief Marketing Officer, Reebok Brand

Matt O’Toole is chief marketing officer for the Reebok brand. Appointed to this position in March 2008, Matt oversees the Reebok Global Marketing group, which includes global product, brand marketing and sports and trend marketing. In addition, Matt oversees the Reebok-CCM Hockey business. He reports directly to the President and CEO of Reebok International Ltd.

Prior to assuming his current role, Matt was president of Reebok North America, the brand’s largest business unit. He was responsible for all of the region’s brand operations, including marketing, product merchandising, sales, finance, operations and owned retail stores.

Matt has a long and successful track record in the sports industry. Before coming to Reebok’s Canton headquarters as president of Reebok North America, he was president and CEO of Reebok-CCM Hockey (formerly The Hockey Company) and Reebok Canada. At Reebok-CCM, he was responsible for creating the industry’s market leader through creative marketing, innovative products, strong customer relationships, and an unparalleled partnership with the National Hockey League and hockey’s top players. As president of Reebok Canada, Matt was responsible for the management of the Reebok brand’s business in Canada.

In June 2004, Reebok International acquired The Hockey Company for $330 million and soon after, under Matt’s direction, launched a new line of innovative hockey products under the Rbk brand name. In 2005, Reebok Canada and The Hockey Company were integrated and Matt was chosen to head the combined company. In 2007, The Hockey Company became Reebok-CCM Hockey. Today, ninety-nine percent of all NHL players use at least one piece of Reebok-CCM Hockey equipment.

Matt is a 25-year veteran of the sporting goods industry. Prior to joining The Hockey Company, he served as vice-president of worldwide marketing and sales for the Tommy Armour / Odyssey Golf Company, a division of US Industries. Previously, Matt spent ten years in marketing and sales management at Wilson Sporting Goods Company.