Ice hockey giant CCM kicked off its latest industry positioning and worldwide brand platform in February. After building a steady buzz on social media with their #ALLOUT hashtag campaign, CCM unveiled their new logo and vision for the future of their brand.
This is phase one of their quest for dominance in the world of ice hockey gear, and it is their fresh bid to become the most beloved brand for hockey players in the Americas and around the globe.
The new brand initiative is a joint effort with both the U.S.-based Solidarity of Unbridled Labour and the lg2 agency of Montreal. Primarily responsible for the new brand applications for print and digital media, lg2 is the mastermind behind CCM’s new ALL OUT branding push and logo.
ALL OUT is the culmination of CCM’s 120-years of passionate commitment to the game and its players. Over a century of innovations and game-changing breakthroughs have been the driving force behind generations of elite male and female players who give their all and more on and off the ice.
The ALL OUT initiative is both the culmination and celebration of CCM’s vision for the future of the sport and the young athletes who continue to excel at every level. Consulting with players across all markets has been integral to the program from the word go, and CCM has no plans to alter that model moving forward.
As Caroline Losson, Chief Marketing Officer for CCM, stated at the ALL OUT launch, “Hockey players are constantly going all out on and off the ice, pushing their limits to improve. The key insight we uncovered is that the road to the next level never ends for these players. Even the most accomplished veterans are obsessed with getting better. At CCM, we are driven by the same desire to push our performance further and further to help them succeed.”
Losson goes on to credit CCM’s collaboration with lg2 and players as the secret sauce behind ALL OUT, and it is their work and contributions that has created the new initiative unique. CCM may have humble origins manufacturing parts and accessories for bicycles and motorcycles in the early years of the 20th century, but they have their eyes fixed closely on the future of their industry and the sport of ice hockey.
With the rebranding rolling out a week ago in Sweden, ALL OUT is slated to launch in Quebec City in a matter of days. Check out CCM’s website to view the inspired work created by lg2 from both player feedback and CCM’s undying innovation. CCM is poised to go ALL OUT, and their brand is sure to attract thousands of elite players who do the same in the weeks and months to come.