CCM is a hockey equipment company facing declining market share and brand reputation. To address these issues and relaunch its U+ Pro skate, CCM must devise a new strategy. The strategy involves reinvigorating brand enthusiasm among its most important customer segment, "The Boss", through an influencer marketing campaign emphasizing NHL endorsements. CCM will also focus on independent retailers and community involvement to rebuild its credibility. Financial projections estimate the new strategy could increase CCM's market share and expected returns by over $10 million compared to not implementing a new strategy.