We had a meeting at Reebok headquarters in Montreal in early February. We were presented the full 2010-11 jersey lineup by the product manager for licensed jerseys (yes, we know what all of next year's new designs will look like - but can't divulge). This product manager is THE guy that oversees all jersey development for the NHL and other leagues. A big part of our meeting was focussed on the black market and how the proliferation of fakes is seriously impacting jerseys sales for us (and however it is impacting our sales, you can be sure it is affecting Reebok much more significantly).
Reebok is well aware of the situation, and I believe it is something they are trying to address seriously. The product manager told me to forward any evidence of sites selling illegal knock-offs, and since that meeting, I have forwarded a few emails with links to many sites. All of this info has been forwarded to their legal team to be pursued. The problem is, it is a very slow process and an ongoing uphill battle (as it always is where fraud is concerned). As a result, I'm not sure the problem will ever go away - but as long as Reebok does their best to make it difficult for these operations to conduct business (both online and offline), it is a step in the right direction. We also discussed the importance of educating the public on the merits of getting officially licensed merchandise (ad campaigns etc.), and possibly adding features to their merchandise that would be difficult and costly to replicate. I am hoping that a combination of these efforts over time will at least make it a lot more difficult for these con artists to profit. It is just too easy right now.