THE HOCKEY COMPANY RELEASES NEW RECREATIONAL ICE SKATE
By Adnews Staff
The Hockey's Company's CCM division is readying a new recreational ice skate called the S&P 100. The skate is the first product of the endorsement deal between The Hockey Company and Canadian figure skaters Jamie Salé and David Pelletier. Under this agreement, reached earlier this summer, a new line of recreational and figure skates for women and men will be marketed. The recreational skate line is called the Comfort Series, while the figure skate line is called the Classic Series. The S&P 100 skate is aimed at girls and women. It will be distributed to sporting goods chains and independent retailers in North America and Europe on Nov. 1. A logo displaying the initials "S" and "P" as well as the names Salé and Pelletier appears on the skate and its packaging. In-store materials showing the skaters and print advertising in consumer publications will promote the skates this fall. Advertising for CCM is done by Encore Encore Strategic Marketing of Toronto.