Innovation vs. Tradition. CCM, one of the world’s most popular and trusted hockey brands, took a cutting edge approach by pushing the boundaries of what gear could do. Lighter, smarter, more responsive. Their product innovation was leading the industry. The problem? Hockey culture was reluctant to change.
We had to stop trying to convince the traditionalist. Start speaking directly to the early adopter. Young players don’t just want to keep up with the game — they want to change it. They study tape, train smarter, and obsess over every detail of performance. They’re open to innovation because they’re still building their identities on the ice. This is a group that searches for better — better training, better data, better tools. And CCM is here to innovate with them, at the speed of light.
