CCM “Vizion” Launch

Content Strategy, Brand Messaging & Copywriting

Project Description

In early 2025, CCM—Canada’s iconic ice hockey equipment brand—launched Vizion, a new sub-brand dedicated to innovation in hockey gear. The sub-brand debuted with a cutting-edge hockey stick as its first product release, setting the tone for a future-forward line of equipment to follow.

My Role

My role was two-pronged:

1. Brand Messaging & Copywriting: I led the development of the campaign’s messaging, including crafting the sub-brand’s tagline—“Tomorrow’s gear, today.” This line served as the foundation for all supporting copy, designed to communicate not just the innovation behind the initial stick launch, but the long-term vision for the Vizion line. My copy focused on framing the sub-brand as a future-forward force in hockey, emphasizing how the right equipment can drive innovation on the ice.

2. Go-to-Market Strategy (Social Focus):
    I also advised on the go-to-market strategy from a social media perspective, leveraging my brand launch experience to help guide the rollout across CCM’s owned channels—including social media, email newsletters, and website. The campaign centered around a countdown-style teaser across social and email, building anticipation ahead of the full launch. Athlete-led content ft. Macklin Celebrini was timed to coincide with these teasers, creating a layered, high-impact reveal.

—

Client: CCM Hockey

Agency Partner: Mixtape