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CCM Hockey Launches U+ Crazy Light Skate, the Most Customizable Skate Ever

CCM launches the new U+ Crazy Light Skate, the most moldable skate on the market. The skate will be worn this season by several NHL stars including Washington Capitals' forward Alex Ovechkin.(Photo: Business Wire)

To support the market introduction of this revolutionary skate, a multi-faceted marketing campaign headlined by Washington Capitals' forward, Alex Ovechkin is set to hit North America in early October. This North American initiative, created by the advertising agency Cramer-Krasselt, will include TV, print and web advertising, as well as in-store executions and a robust online activation.

A proud CCM user since joining the NHL in 2005, Ovechkin has won an impressive amount of awards, including two National Hockey League Most Valuable Player awards. In 2010, he won his third consecutive Ted Lindsay Award, which recognizes the most valuable player as voted by fellow players. Leveraging Ovechkin's unique personality, the campaign will interact with today's hockey players and challenge them on their level of commitment to the game.

Built to meet the needs of today's best players, the skate offers an unparalleled fit. With its Fluid Fit System, the skate features a "slipper-like feel" right out of the box. Beyond the comfort, the U+ Crazy Light is also the industry's most customizable skate due to UFORM-3D, a technology featuring CCM's highly heat reactive UFOAM material. This new standard in skate fit, coupled with CCM's new Active Response Design, result in a skate that moves as one with the player, reducing reaction time and maximizing performance.

"The U+ Crazy Lights are another example of CCM's commitment to be at the forefront of innovation when it comes to hockey equipment. The skate is a true testament to the brand's dedication to quality and innovation," said Yan Martin, Vice-President of Product and Marketing for CCM. "To receive such positive feedback from players like Alex Ovechkin, John Tavares and so many others confirm that we have met our objective of building a high performance skate that satisfies the need of the best players in the world."

John Tavares (New York Islanders), Joe Thornton (San Jose Sharks), Vincent Lecavalier (Tampa Bay Lightning) and 2010 Rookie of the Year Tyler Myers (Buffalo Sabres) are a few of the many other players who will be stepping onto the ice for the start of the 2010-2011 NHL season equipped with CCM U+ Crazy Light skates.

The CCM U+ Crazy Light model,as well as the CCM U+ 12 model, are set to hit retail stores across North America on October 1^st. Both models will be offered in senior and junior sizes.

Visit www.ccmhockey.com for more details.

About Reebok-CCM Hockey

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 Alex Ovechkin and Sidney Crosby. Reebok-CCM Hockey is also the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League, the ECHL and several NCAA and national teams.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6451935&lang=en

For Reebok-CCM Hockey:
Jonathan Schecter, +1 646-202-9613
Jonathan.Schecter@mcsaatchi.com
or
Sandra Carreon- John, +1 646-202-9609
sandra.carreon-john@mcsaatchi.com