CCM SIGNS SALÉ & PELLETIER
By Adnews Staff
The Hockey Company has formed a long-term partnership with Canadian Olympic gold medal figure skaters Jamie Salé and David Pelletier in support of its flagship CCM brand. The partnership is in support of a new line of figure and recreational skates for women and men. A line of women's recreation skates called the Comfort Series and a line of figure skates called the Classic Series will be released this fall. A men's figure skate will be released later. A logo consisting of the initials "S" and "P" initials as well as Salé and Pelletier's names will appear on the skates and the packaging. The two will also appear in print advertising and in-store materials for the line. Advertising for CCM is done by Encore Encore Strategic Marketing of Toronto. Media buying is handled by Spacetime of Chicago.