Erin was first approached in early 2024 about the possibility of collaborating with CCM by Dale Williams, the Global Head of Sports Marketing and Partnerships at CCM Hockey with the specific desire to create something special with her, knowing her pride for the LGBTQ+ community and desire to support LGBTQ+ athletes, both current and aspiring. In the past, Erin has partnered with CCM on endorsements and promotional events, but this opportunity was the first she’s had to create something with a much greater impact on the larger LGBTQ+ community, even going beyond hockey. Erin’s advocacy for inclusivity and individuality in sports aligned seamlessly with CCM’s commitment to creating a more inclusive environment in hockey. Together, Erin and CCM set out to have the collaboration serve as a celebration of the LGBTQ+ community in a meaningful way that would also offer valuable support, and also authentically represent Erin’s pride and commitment to the LGBTQ+ community.
Check out pieces from the collection below!
The collaboration with CCM in this capacity was a significant milestone in Erin’s career as this was the first time she has ever launched a Pride-inspired collection in collaboration with a marquee brand as recognizable and beloved as CCM. Notably, the collaboration makes CCM the first major hockey equipment supplier to celebrate and honour Pride, along with giving its support to the LGBTQ+ community.
"CCM works diligently to ensure that all players, no matter age, gender, race, or sexual orientation, feel accepted in hockey. We are thrilled to launch this collection of apparel in collaboration with Erin Ambrose to remind every player that no matter their differences, they will always have a place with Team CCM, on and off the ice." – Marrouane Nabih, CEO of CCM Hockey.
All proceeds from the CCM x Erin Ambrose Pride Collection will be donated to the non-profit Alphabet Sports Collective, which works to create a safe and inclusive environment in hockey for those of all sexual identities and gender expressions. Both Erin and CCM are both strong supporters of Alphabet Sports Collective and chose it intentionally as the non-profit partner for the collection because of its dedication to support members of the LGBTQ+ community in hockey.
"Individuality is so important, not just in hockey but in life, because it shows who you are. I'm a proud gay woman who plays hockey, and there is so much more to me beyond the ice. Being a hockey player has given me an amplified voice to be able to connect with people on different levels, and help other people realize how important it is to be proud of who you are." – Erin Ambrose, Professional Hockey Player for PWHL Montreal.
The Pride collection with CCM comes at the heels of Erin’s first PWHL season, having won the title of Defender of the Year (2024) after scoring 18 points in 24 games and 26:26 minutes per game during the regular season. She also was announced as part of the PWHL’s First All-Star Team, along with Alex Carpenter, Marie-Philip Poulin, Natalie Spooner, Ella Shelton, and Kristen Campbell. Beyond the collection with CCM and her continued hockey career milestones, Erin has and continues to support the LGBTQ+ community through advocacy, speaking engagements, and participating in events that promote inclusivity and acceptance in sports, as well as initiatives that aim to create a more inclusive environment for LGBTQ+ athletes, aiming to inspire the next generation of athletes to embrace their individuality and pride.
