Erin Ambrose continues to make waves both on and off the ice as she partners once again with CCM to launch a Pride-themed clothing line aimed at promoting inclusivity in hockey and beyond. With this latest collaboration, Ambrose hopes to spark meaningful conversations, create safe spaces, and foster representation that goes beyond mere performance-based gestures.
This marks the second time the decorated defender has teamed up with CCM, but both parties believe the Erin Ambrose 23 collection carries a message that transcends the sport itself. Ambrose expressed deep appreciation for the opportunity to represent her own clothing line, emphasizing how meaningful it was to collaborate with a brand as influential as CCM. According to Marrouane Nabih, CEO of CCM Hockey, the partnership celebrates Ambrose’s leadership and authenticity, noting that the collection is more than just apparel—it is a symbol of belonging and transformation within the sport.
Ambrose, a star defender for the PWHL’s Montreal Victoire and a long-time member of Canada’s national team, views this project as a continuation of her journey toward self-acceptance and visibility. She believes wearing the collection, which now includes graphic tees, hoodies, and joggers, offers an avenue for people to express their true selves. For Ambrose, the clothing is more than a style statement; it’s a message of confidence and comfort in one’s identity.
Reflecting on her path, Ambrose shared that authenticity didn’t always come easily. Over time, however, she has grown more comfortable sharing different aspects of her identity, particularly as a proud member of the queer community. She acknowledges the influence of social media in helping athletes connect with fans and show their true selves beyond the game. In Ambrose’s view, this visibility allows people to see her not just as a hockey player, but as a multidimensional individual who stands proudly in her truth.
The Montreal Victoire has become a beacon of equity and inclusion, with events like the wedding of teammates Marie-Philip Poulin and Laura Stacey celebrating love and community. Ambrose sees these moments and her own role within them as steps forward. She values the safe and inclusive environment created by the league, which is now mirrored in the diverse fanbase that brings LGBTQ+ pride to the stands at every game.
Still, Ambrose acknowledges that while women’s hockey has made considerable progress, men’s hockey remains behind in terms of inclusivity. She noted that while there are parts of the men’s game that show understanding, a large portion still lacks the same level of openness. She emphasized that although women’s hockey continues to provide a safe space, greater integration and influence on the men’s side will take time and ongoing effort.
Ambrose is candid about how far she’s come. Even five years ago, she admits she may not have felt confident enough to wear LGBTQ+ themed apparel in public. Now, she sees her role as one of visibility and advocacy, understanding that change won’t come overnight. Nonetheless, she is committed to being a part of that process, even if some of the benefits won’t be realized until after her playing days are over.
Her identity is something Ambrose never shies away from. Her family jokes that her queerness is the first thing she announces when entering a room. While she laughs at the exaggeration, she makes a point of acknowledging her identity openly and with pride. She believes this openness fosters dialogue and understanding in a way that is inclusive rather than confrontational.
The new line of clothing reflects that philosophy. Ambrose intentionally designed the pieces to avoid overt rainbow symbolism, aiming instead for subtlety that welcomes all supporters—whether they identify with the community or stand as allies. She wanted to ensure that the message is clear without making people feel uncomfortable, reinforcing that pride and representation should be accessible, not intimidating.
Ambrose understands that wearing LGBTQ+ apparel in public may still invite stares or comments, but she feels fortunate to live in a place where she can express herself safely. She remains aware, however, that not everyone enjoys that same freedom. This awareness drives her determination to use her platform to create spaces of acceptance and to normalize conversations about identity and inclusion.
In the end, Ambrose sees her new Pride line not just as a fashion statement, but as a step toward broader societal change. A simple article of clothing, she believes, can have a ripple effect. Whether it’s worn in Canada or across the globe, by someone seeking solidarity or offering support, each piece carries the potential to make someone feel seen and valued. For Ambrose, the Erin Ambrose 23 collection is a testament to the quiet power of authenticity, and the bold change it can bring.
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