March 31, 2006 11:30 ET

NHL Rookie Phenom Alexander Ovechkin and CCM Unveil New Vector 10.0 Skates and Hockey Stick

MONTREAL, QUEBEC--(CCNMatthews - March 31, 2006) -

Ovechkin To Be Featured in New CCM Global Campaign

NHL Rookie Phenom Alexander Ovechkin joined CCM in unveiling its new Vector 10.0 hockey skate and stick today at the Montreal Bell Centre. Ovechkin, who tops the rookie-scoring race, plays with the CCM Vector skates and stick and is featured in a global advertising campaign promoting new CCM products, along with NHL superstars Joe Thornton, Vincent Lecavalier, and Martin Brodeur.

"CCM has always focused on the quality and performance of its equipment, making it one of the most respected brands in hockey," Alexander Ovechkin said. "I started working with the engineers at CCM back home in Russia when CCM invited me to provide my input in their product development. My hockey stick and my skates are the tools of my trade and their genuine commitment to designing and developing the most innovative hockey products have made a big difference to me this year."

The young Washington Capitals Russian Sensation is literally taking the hockey world by storm with his agility and talent on the ice. As of March 29th, he was leading the team with 48 goals, 44 assists and 92 points, ranking him third overall in the NHL in points and second in goals. Among NHL rookies, Ovechkin ranks first in points, first in goals and second in assists, an unbelievable start for a career in the National Hockey League.

"We are very proud and honored to have Alex as part of the CCM team," said Matt O'Toole, President and CEO of CCM, The Hockey Company. "He has created so much excitement in such a short time. There is no doubt he will continue to have a big impact on the design and development of CCM products in the future."

A Global CCM Marketing Campaign - The CCM Manifesto Ovechkin is featured in a CCM Global Marketing Campaign that is driven by a manifesto. The CCM Manifesto speaks to the commitment that an individual player makes to the entire hockey team. It speaks to self-sacrifice and grit. To be a true CCM hockey player, means that you share the same values with players such as Alexander Ovechkin, Joe Thornton, Vincent Lecavalier and Martin Brodeur. The CCM Manifesto Campaign is a fully integrated multi-media global initiative that includes television, print, the Web, a major direct mail campaign, in-store retail point of purchase displays and product hang tags.

"It takes passion, grit and substance to live up to the qualities and standards of a CCM hockey player," said Len Rhodes, Vice President of Global Marketing for CCM, The Hockey Company. "Alexander Ovechkin is featured among a very select group of NHL athletes based on his aspirational values as well as his exemplary performance on and off the ice. The CCM Manifesto Campaign takes its direct inspiration from the heart and soul of a distinct group of NHL players."

The CCM Manifesto Campaign was developed with the Cramer-Krasselt group and was launched this month.

CCM also unveiled Alexander Ovechkin's new Nickname. Joining the ranks of The Rocket, the Great One and The Magnificent, CCM ran a web-based contest on whereby hockey consumers were invited to submit their recommendations for an official Nickname for Ovechkin. More than 4,000 Nicknames were submitted. After carefully reviewing the suggestions sent in by fans, Ovechkin himself chose his Top five favourites. These five names were re-submitted to consumers for them to vote for their top overall pick and the winning name as chosen by the hockey public is "Alexander the GR8". The winner of the contest is Dylan Pospishell from Winnipeg, Manitoba and he appeared in Montreal today to receive a full set of CCM hockey equipment presented to him in person by Alexander the GR8.

The CCM Vector 10.0 Skate - Unsurpassed Agility and Speed

The new CCM Vector 10.0 Skate sets a new industry benchmark in lightweight pro performance design. Weighing only 750 grams, the CCM Vector 10.0 skate optimizes the hockey player's on-ice agility and speed. CCM's innovative Dual Exo-Skel technology reduces overall mass, delivers extreme inner comfort, while adding support to the outside of the skate. The new CCM Vector 10.0 skates are produced in the CCM St-Jean, Quebec facility and are now available at retail stores at a suggested retail price of $699.99 (CDN) / $499.99 (USD) for the senior model. The junior model is also available.

The CCM Vector 10.0 Stick - The Fastest Shot

The new CCM Vector 10.0 Stick features new aerospace grade composite materials for super lightweight performance. At 440 grams, the CCM Vector 10.0 features Dura-Core technology and a larger sweet spot to deliver the fastest shots. The CCM Vector 10.0 Stick is available at sporting goods stores at a suggested retail price of $299.00 (CDN) / $229.99 (USD) for the senior model. The junior model is also available.

All three NHL top scorers currently play with a CCM Vector stick.

About CCM

CCM® is the flagship brand of The Hockey Company, a division of Reebok International. Headquartered in Montreal, Canada, with operations in Europe and the United States, The Hockey Company is the world's largest designer, marketer and manufacturer of hockey equipment and apparel.

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