CCM Hockey Donates Hundreds of Thousands of Dollars’ Worth of Equipment to Aid Fort McMurray Residents

Donation Celebration to Take Place June 17th
at United Cycle in Edmonton, Alberta

EDMONTON, Alberta–(BUSINESS WIRE)–After fire ravaged parts of Fort McMurray in northeast Alberta,
independent sporting goods store United Cycle and their partner,
registered charity, Sport Central, joined together in an effort to
collect and distribute sports equipment to those in need.

In response to the initiative to help Fort McMurray and area residents,
CCM has pledged to provide over $200,000 dollars’ worth of hockey
equipment to ensure that those affected by the fires can continue to
play the sport they love. This donation includes a variety of items
including skates, helmets and protective equipment. Additionally, CCM
and its independent retail partners will work together to offer a
40-percent discount on all CCM products for residents of Fort McMurray.

The palletes of equipment will be sorted by United Cycle in Edmonton,
with the final donation being made to Sport Central for distribution.
Working collaboratively with Fort McMurray and area stakeholders, Sport
Central will use the donation in the development of a new and
sustainable equipment depot providing Fort McMurray and area residents
with long-term access to sports gear.

“When people have been affected by life-altering devastation, it is
important to do what we can as a community to help them return to
normalcy,” said Sean Williams, Vice President Global Marketing and NA
Sales, CCM Hockey. “When we heard that Sport Central was looking for
sport equipment donations, we felt it was our duty to help.”

Sport Central, a registered charity, was formed in 1991. Their primary
objective is to gather, recycle and redistribute equipment to kids who
cannot afford to play.

About Reebok-CCM Hockey

Reebok-CCM Hockey, a subsidiary of the adidas Group, is headquartered in
Montreal. With operations in Canada, the United States and Europe, the
Company is the world’s largest designer, manufacturer and marketer of
hockey equipment and related apparel under two of the most recognized
hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey
equips more professional hockey players than any other company,
including superstars like Sidney Crosby and John Tavares. Reebok-CCM
Hockey is also the official outfitter of the National Hockey League, the
American Hockey League, the Canadian Hockey League, and several NCAA and
national teams. For more info, visit:

About Sport Central:

Sport Central is dedicated to making sporting equipment available to
assist needy kids in sport across Edmonton, central and northern
Alberta. For more information, visit:

About United Cycle:

United Cycle is a fourth-generation family business, locally-owned and
operated in Edmonton’s Old Strathcona neighborhood since 1928. United
Cycle carries specialty sporting goods for over 30 sports. United Cycle
also offers full service and repair of sports equipment of all kinds.
For more information,


CCM Hockey
Sandra Carreon-John, +1
Andrea Nirsimloo, +1 646-619-2813

Sheldon Oleksyn, +1 780-477-1166

Kelly Hodgson, +1-780-433-1181