CCM Hockey and Erin Ambrose Expand Their Partnership
Kalin Ned — June 9, 2025 — Social Good
References: ca.ccmhockey
CCM Hockey has launched its second collaborative collection with professional women’s hockey star Erin Ambrose. This move expands on their initial partnership with a new line of lifestyle apparel that blends performance with personal expression.
The limited-edition CCM x Erin Ambrose drop includes graphic tees, hoodies, and joggers designed to resonate beyond the rink. Ambrose, an Olympic gold medalist and PWHL Defender of the Year, serves as both a muse and advocate for the collection, which aligns with her vocal support for the 2SLGBTQIA+ community and efforts to make hockey more welcoming. The designs reflect professional women’s hockey star's influence as a trailblazer and offers fans a way to engage with the sport through fashion that champions authenticity.
This capsule speaks to younger, socially conscious consumers who prioritize representation in sports.
Image Credit: CCM x Erin Ambrose
The limited-edition CCM x Erin Ambrose drop includes graphic tees, hoodies, and joggers designed to resonate beyond the rink. Ambrose, an Olympic gold medalist and PWHL Defender of the Year, serves as both a muse and advocate for the collection, which aligns with her vocal support for the 2SLGBTQIA+ community and efforts to make hockey more welcoming. The designs reflect professional women’s hockey star's influence as a trailblazer and offers fans a way to engage with the sport through fashion that champions authenticity.
This capsule speaks to younger, socially conscious consumers who prioritize representation in sports.
Image Credit: CCM x Erin Ambrose
Trend Themes
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Athlete-inspired Lifestyle Apparel — Collaborations between athletes and brands to create lifestyle apparel offer disruptive innovation opportunities by merging sporting excellence with everyday fashion.
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Socially Conscious Sportswear — Sportswear that champions inclusivity and social advocacy is disrupting traditional markets by building emotional connections with consumers seeking representation.
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Personal Expression in Athletic Attire — The rise of personal expression in sports apparel encourages brands to design clothing that transcends functionality, appealing to individuals' unique identities.
Industry Implications
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Sports Apparel — The sports apparel industry is witnessing a shift as consumers seek clothes that combine athletic performance with personal and social statements.
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Fashion and Lifestyle — The intersection of fashion and lifestyle industries is innovative as they integrate athletic influences to create versatile, day-to-day clothing items.
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LGBTQIA+ Advocacy Merchandise — This industry is gaining traction by embracing and producing merchandise that reflects diverse identities and fosters a sense of community.
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