CCM Hockey

CCM Hockey

June 25, 2009 12:15 ET

CCM Recruits John Tavares for Endorsement Partnership

Ontario-born star centre laces up deal to be outfitted in CCM equipment and apparel

MONTREAL, QUEBEC--(Marketwire - June 25, 2009) -

Editors note: A photo is included with this press release on Marketwire's website.

CCM Hockey announced that it has drafted top National Hockey League prospect, centre John Tavares, to a multi-year agreement. Tavares, an 18-year-old Mississauga, Ontario native, is the latest to join CCM's all-star roster, which includes NHL MVP Alexander Ovechkin, Vincent Lecavalier and Joe Thornton.

Widely considered to top the list of candidates eligible for the 2009 NHL Entry Draft, taking place this weekend in Montreal, Tavares has captured the attention of the hockey world by setting records and accumulating awards since he joined the Ontario Hockey League at age 14.

"There are hockey players, and then there are stars. John Tavares is a star, and we couldn't be more excited about welcoming him into the CCM family," said Len Rhodes, General Manager of CCM Hockey. "John is a natural leader who is well respected on the ice, and we see him as a natural fit for representing the CCM brand."

Tavares will hit the ice with the CCM U+ PRO Skates with the patent pending Rocket Runner Blades and the CCM U+ CL Stick. As part of his partnership with CCM, John will play a key marketing role with CCM's retail partners. A custom signature apparel line will also be designed and made available to retailers in 2010.

"This is a big week for me, and today's partnership announcement with CCM is really quite incredible," said Tavares. "I've always dreamed of seeing my name alongside great players like Alexander Ovechkin and Vincent Lecavalier, and to be connected with them through a brand that I'm already so passionate about, is amazing and overwhelming."

Tavares has been in the hockey spotlight since he was allowed "exceptional player" status at the age of 14 and admitted into the OHL as an underage player. Since then he was named Canadian Hockey League (CHL) Rookie of the Year in 2006, and CHL's Player of the Year in 2007. In 2009 he set a new OHL record by finishing the season with 215 career goals. On an international level, Tavares won gold medals at both the 2008 and 2009 World Junior Ice Hockey Championships, and was named MVP of the 2009 tournament.

About Reebok-CCM Hockey

Reebok-CCM Hockey, a subsidiary of the adidas Group, is headquartered in Montreal. With operations in Canada, the United States and Europe, the Company is the world's largest designer, manufacturer and marketer of hockey equipment and related apparel under two of the most recognized hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company, including superstars like Sidney Crosby and Alexander Ovechkin. Reebok-CCM Hockey is also the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League, and several NCAA and national teams.

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