Parents w/kids who are crazy about playing hockey: What types of advertising do they respond to, what works?

My son is a Travel Goalie.. He prefers Heaton Sticks because they 'feel' better.. Wears a Vaughn helmet because of the way it deflected pucks, but is going to switch to an Itech after trying a couple on and having some one hit him in the mask to feel the impact (don't ask).. used McKenney pads when he was smaller, but prefers RBK because they offer better protection without giving up the flexibility he needs.. Bottom line is he tries his equipment on, if it feels right, he wears it if it doesn't he refuses to.. I have a chest protector that is new, but hugs his neck just enough that it bothers him and he won't wear it.. Probabaly will be fine when he grown another inch. In Michigan, we shop several places.. talks to other goalies when we do summer camps. And we lean heavily on his professional Goalie Coach for advice.. As for Advertising, it has little influence..

I remember using the equipment that my favorite players used until I became familiar with what worked best for me. I wasn't swayed by ads or popular opinion. It's very difficult to understand what young boys are inclined to respond to. I recall thinking that the styling of helmets or gloves was a secondary influence, and the name had to sound "cool" enough for me to wear. I didn't like KOHO or VIC but liked the name BAUER and CCM.