Game plan: Target young hockey players between 10 and 13, inspiring passion for hockey's classic brands. Use the Internet, on-site marketing, games, contests and creativity to connect hockey's drama with our brands.
Coup: Becoming the exclusive provider of jerseys to the National Hockey League. Each of our brands will play a key role at all games for the upcoming season.
Edge: Crazy publicity generated by our TV campaign depicting sperms playing hockey. We're going to break new sperm ads this fall [via Marketal, Montreal].
Fact: Forty percent of new participants in hockey are girls. New leagues are developing nationwide, with hot growth in places like Phoenix and Nashville.
Mission: Crush Nike. We have 33% market share to their 27%, but we're totally dedicated to hockey and plan to reclaim CCM's dominance as a 100-year-old brand.