Reebok-CCM and MC10 to Launch Revolutionary Sports Impact Indicator

  Reebok-CCM and MC10 to Launch Revolutionary Sports Impact Indicator

             Product Will Be Available to Consumers in Early 2013

Business Wire

MONTREAL & CAMBRIDGE, Mass. -- October 24, 2012

Reebok-CCM Hockey and MC10 Inc. today announced that early next year a
revolutionary new wearable sports impact indicator that identifies impacts to
the head during play, will be made commercially available to consumers. The
impact indicator, which was developed through the collaboration of Reebok’s
Advanced Concepts group and award winning electronics company MC10,  is
designed to direct athletes on a pathway to assessment to determine if medical
treatment or rest is needed before resuming play.

Head impact injuries, also known as traumatic brain injuries, are a serious
public health issue according to the Centers for Disease Control and
Prevention (CDC). Sports-related head injuries are a recognized problem in
both contact and non-contact sports, and for athletes of all ages and skill
levels – from the student athlete to the elite athlete.

For this reason, the product is specifically designed for players of all ages
and skill levels, not just for professionals. It provides players, parents,
coaches and trainers with a visual measurement of force of impact, essentially
serving as an extra set of eyes on the ice - or any other playing field.

“As one of the leading equipment manufacturers in the world, we are focused on
not only improving the performance of amateur and professional athletes, but
also doing whatever we can to protect players from possible injury,” said
Philippe Dubé, General Manager of Reebok-CCM Hockey. “As we know, head
injuries are of the greatest concern today, and there is still much to be
learned in this area. This product is a significant step forward in this
process and we’re very excited to be able to make it available to consumers
for the first time next year.”

MC10 reshapes high-performance electronics into ultra-thin systems that
stretch, bend and flex seamlessly with the body. The impact indicator, MC10’s
first commercial product, relies on conformable technology to capture
important impact data while being virtually seamless to wear. The technology
is housed inside a thin, breathable mesh skullcap that fits comfortably under
any helmet.

“Conformal biometric sensors are changing the game for both the elite and the
student athlete,” said David Icke, CEO of MC10. “MC10’s sports products give
athletes the enhanced sensing they need to optimize peak performance, while
safely preserving the benefits and spirit of game play.”

Over the past few years, Reebok-CCM Hockey has made it a major priority to
increase player safety in the sport of ice hockey, and has committed to a
product development approach that places safety at the core of its product
creation philosophy, with research at the forefront of the equipment. In 2011,
Reebok-CCM introduced the Safety Revolution Program, the company’s commitment
to improving player safety today and in the future. The company has also
partnered with the University of Ottawa’s Neurotrauma Impact Science
Laboratory. Through highly advanced laboratory tests and simulations, this
joint research and development partnership is helping the company gain further
knowledge on impact management which ultimately will result in the creation of
safer equipment as the game of hockey continues to evolve.

For more information and updates on release date and availability, please
visit, or

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 Vincent Lecavalier. 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.

About MC10

MC10 extends human capabilities through virtually invisible and conformal
electronics. The company reshapes rigid, high performance electronics into
human compatible form factors that stretch, bend and twist seamlessly with the
natural world. MC10 is headquartered in Cambridge, MA. Visit MC10 online at


Dan Sarro, 781-401-4443
Elyse Kabinoff, 617-234-4448
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