Erin Ambrose see the potential for real and meaningful change in hockey culture. With her new line of Pride themed clothing through CCM, Ambrose hopes others will see that potential in action too.

Not only does she hope people see the symbolism and the representation, but that through the conversations this clothing opens, and the spaces it creates, that it will go beyond performance based and become impact based.

It's the second time Ambrose has teamed up with CCM for a line of clothing, but this time, both sides feel the meaning behind the Erin Ambrose 23 collection goes beyond sport and has a more humanizing message.

"I was honoured, I think that it was a really big step for us to have in the sport of hockey," Ambrose said of being asked to represent her own line of clothing. "Obviously the women's hockey community is a lot more inclusive, but just to have it with a brand like CCM with the recognition and reach that CCM has I think was really really meaningful to me."

“It goes beyond the rink, showcasing authenticity, style and a sense of belonging," said Marrouane Nabih, CEO of CCM Hockey. "Erin isn’t just a collaborator—she’s a force who’s transforming her sport. Through CCM x Erin Ambrose 23, we’re celebrating her voice, her leadership and the impact she’s having on inclusivity in hockey.”

Being Her Authentic Self

When it comes to wearing the clothing, which will now feature graphic tees, stylish hoodies and joggers, it goes beyond what's on someone's body. For Ambrose, this is another step in showing her authentic self to fans and athletes, and for everyone to feel comfortable in their own body. It hasn't always been easy for Ambrose, a defender for the PWHL's Montreal Victoire, but she's come to know herself, and feels she can now share this foundational component of her life with others.

"I think it starts with a lot of us being able to sit in peace with ourselves and be comfortable in ourselves...couples not afraid to be open about being themselves and I think that's a big thing," she said.

With the Montreal Victoire, equity and inclusion are often on display. This past summer Ambrose's teammates Marie-Philip Poulin and Laura Stacey celebrated their wedding, an event featuring many in the women's hockey world. Ambrose also sees the power of social media as a tool for connecting with fans, and showing them that there are prominent athletes willing to put themselves out there for their community.

"With how social media presence is now, it's allowing us to grow that space and work our way into that space; not that we weren't in it before, but it just gives a little bit more connection for people to each of us as individuals when we do wet to show our authentic selves," Ambrose said.

"I think one of the great things about social media is you do get to just give yourself out there, put yourself out there, and if you're willing, if you're comfortable to do that, if you're part of the queer community, I think that's a wonderful thing for people to be like, 'ok, now I'm seeing Erin as more than just a hockey player.' For me, there's a lot of different parts of my life that maybe I've been more reserved about in the past. I mean, I've been out longer than I've been not out in my life, so for me it's like 'well, why wouldn't I share different parts of myself?'"

Ambrose, the 2024 PWHL Defender of the Year and a longtime member of Canada's senior national team, winning both Olympic and World Championship gold medals, is a proud member of the queer community. In the PWHL era, she sees the reflection of her pride in the stands each night in fans and their signs. Both on the ice and off the ice, she can feel the safe and inclusive spaces the creation of the league has brought into existence for the LGBTQ+ community.

"I definitely see it, I see it every game," said Ambrose. For me being part of the queer community, I see a lot of things that pop up within the LGBTQ+ community, so for me this is a small way to not just give back, but impact our community a little bit, impact the voices that we have and remind people that they are heard."

Men's Hockey Continues To Lag Behind

While Ambrose sees the change in culture within women's hockey, including in Montreal where she said the LGBTQ+ community is thriving, and was well represented at the Victoire's Pride game this season, she also recognizes some areas of the sport are lagging behind. 

In particular, Ambrose sees the difference between men's hockey and women's hockey in how the LGBTQ+ community is included and affirmed.

"I think it's tough because when we talk about the inclusion side of it, obviously we know that the male side of the sport is not where we are on the female side of the sport, but that is out of our control," Ambrose says.

"We aren't in those spaces. Our space is a safe space that we get to be able to push forward and that's what we can control. I think there are bits and pieces of the men's game that see it and understand it, but I do think there's a large chunk that don't. I think in that instance it's not necessarily just like, 'ok we put our heads down and continue to make this a safe space,' we want to be able to sprinkle ourselves into opening up that side of things on the men's side of the game, but at the same time we're not in it every day so it's a little bit harder to have that impact."

"It's a trickle down effect...it might be their little bit of solidarity"

Even five years ago, Ambrose admits she may not have felt as comfortable wearing a shirt representing the LGBTQ+ community in public. She also knows that the PWHL is moving conversations of equity forward, but that there's still a long way to go. Ambrose also sees the change that is coming, and she wants to be part of that movement.

"We're taking steps in the right direction and we also understand that it's not going to be something that changes overnight," she said. "There are probably going to be things that I don't reap benefits of during my playing career but I do know that we're pushing in the right direction, we're moving in the right direction that it will be changed, it will be growing for when I return back into the hockey world post playing career."

Ambrose says that being queer is central to her identity. So much so that her family jokes that the first thing she often tells people when she walks into a room is that she's gay. While she doesn't exactly agree with that statement, she does make a point of discussing her identity whenever she can. 

The 31-year-old Keswick, Ontario product knows that the new additions to her clothing line have the potential to spark more of those conversations, but in an inviting way, not one that makes others feel uncomfortable.

"With the clothing, I didn't want it to be rainbows shoved down your throat because I do think that there's a way to show either you're a part of the community or your'e an ally to the community without having people feel uncomfortable," she said.

Ambrose asserts there is no reason for people to be uncomfortable, and that people should feel safe and free to represent their authentic selves.  She also wanted to have a bit of subtlety in her clothing line while still showcasing that it's clearly about Pride and being a proud member of the LGBTQ+ community.  

She wanted her clothing to be accessible to all fans, while still sending a clear message to those who wear it and see it.

"It's not just I'm wearing a rainbow," said Ambrose. "It's I feel comfortable being queer, I feel comfortable being an ally to this community. I really think that it's a difficult space still and I wish that it wasn't. I wish that there was never a question of anybody wearing a rainbow and it had to be a conversation, but I also know that every time I wear some piece of my clothing line out and about there probably could be stares, there probably could be comments made and I am grateful that  I live in a place that I feel safe enough to do such things, because I know that that's not the situation for everybody."

In the end, Erin Ambrose sees her Pride line produced by CCM as another step in a much larger process. And no matter how small the step is, the results could be larger than any item of clothing, or any one athlete could anticipate.

"I do think that as little as a piece of clothing or a clothing line may be, it's a trickle down effect," says Ambrose. "Who knows who may purchase this in what state, what country and it might be their little bit of solidarity... to be part of the queer community or to be an ally of the LGBTQ+ community."