MONTREAL--(BUSINESS WIRE)--Today, CCM, the legendary hockey equipment manufacturer, is launching its “Start Your Legend” brand campaign. An initiative born from the 2012 CCM Skills Camp, which took place this past summer, gave a thousand youth hockey players a unique CCM Hockey experience. The “Start Your Legend” concept separates itself from past CCM campaigns by featuring actual participants from the 2012 CCM Skills Camp in the print, online and TV executions.
The inspiration behind the campaign comes from the raw feelings that live inside of every aspiring hockey player -- growing up watching their favorite players and wanting to be like them. The emotional connection to the game that drives every player to be the best they can be and play with the hope that one day the world will see them on the biggest stage. The campaign is a natural evolution for the legendary hockey brand, which has been providing youth hockey players with the highest-quality equipment for over a century.
The Skills Camp gave a thousand elite youth hockey players the unique opportunity to test CCM’s new and innovative products, including the Crazy Light protective and the new RBZ stick. The opportunity extended off the ice as well as the players went through extensive training routines, were given a nutritional seminar on how and what to eat to enhance their games, and had the opportunity to meet and ask questions of some pro players. 2013 will see the number of camps grow and will continue to serve as a casting platform for future executions of this campaign.
“The first year of the CCM Skills Camp was extremely successful in engaging youth hockey players with our brand and what it stands for,” said Glen Thornborough, Vice President of Global Marketing for Reebok-CCM Hockey. “Choosing some of these players to be part of our campaign was not a difficult choice after seeing how dedicated they all were and how much enthusiasm they had for the game.”
CCM has placed a strong emphasis on the young, up and comers of the game through celebrated partnerships with players such as Gabriel Landeskog and Ryan Nugent-Hopkins. By having these future legends as part of their team, CCM will continue to use its strengths in hockey to help carve out new legends from a young age in an organic way and continue to include real players in future executions of this campaign.
The “Start Your Legend” campaign will cement CCM as the leading brand in accelerating the evolution of youth players into legends. Start Your Legend at www.ccmhockey.com
Reebok-CCM Hockey, a subsidiary of the adidas Group, is headquartered in Montreal. With operations in Canada, the United States and Europe, the Company is the world's largest designer, manufacturer and marketer of hockey equipment and related apparel under two of the most recognized hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company, including superstars like Sidney Crosby and Gabriel Landeskog. Reebok-CCM Hockey is also the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League, and several NCAA and national teams. For more info, visit: www.reebokhockey.com and www.ccmhockey.com