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CCM© and East Coast Hockey League Form Innovative Partnership To Unveil The Future “Vision” Of Hockey Equipment Montreal, Quebec, July 2, 2001 ... The CCM brand of The Hockey Company - a world leader in hockey equipment and related apparel - and the East Coast Hockey League (ECHL) have announced the formation of a partnership to launch the most visually unique and innovative hockey equipment product created to date: CCM's X-Ray™ Helmet Series, hockey's first-ever translucent (see-through) helmets. As a result of the partnership, the X-Ray™ will be the official helmet of the ECHL, beginning with the 2001-2002 season, and the official ECHL logo will be placed on all X-Ray™ Helmet Series packaging going to retail stores across North America. To date, CCM has received verbal commitments from a majority of the teams in the ECHL, who have agreed to have their players wear the X-Ray™ helmets in play next season. ";When we developed the concept for the X-Ray™ Helmet Series, a key element of our launch strategy was to identify a hockey league to partner with that was not only respected, but possessed the same progressive, visionary approach to marketing as we do", said Len Rhodes, vice president of marketing, The Hockey Company. ";Our first call was to the ECHL, because we believed that they would understand the excitement this product would create, with youth hockey players in particular, and would want to be a part of it." Offered in translucent red, blue, electric green and black colors, CCM's X-Ray™ Helmet Series will give youthful and dynamic hockey players a sleek and futuristic look as they play on ice hockey or roller hockey skates. CSA, HECC and CE approved, the X-Ray™ Series will be available at sporting goods stores and hockey specialty shops beginning in October 2001. |