Rally Face touted as another way for fans to express themselves

Canada is about to have a new face unveiled at the world junior hockey championship.

The Rally Face. No paint required. Just hook it over your ears and cheer as loud as you want. You don't even have to remove it to have a sip from your favourite beverage.

"This one is a Canadian flag mask," said Charlie Simmer, one of two former NHLers involved with Rally Face. "You want to be behind your team and your country and it's just a different way of expressing yourself.

"Plus it's an item you can get signed and keep as memorabilia."

The company, which also includes Simmer's former Los Angeles Kings linemate Marcel Dionne and a couple of investors, is in its infant stages under the new ownership.

The masks, made of an injected PVC plastic mould, have been around for a little more than a year, mostly in the hands and on the faces of fans of NCAA teams.

"When we took it over we thought it was a natural for any sport really," said Simmer, who is a colour commentator for Calgary Flames broadcasts on Sportsnet West. "Fans are always painting their faces in support of teams, so the avenues are endless.

The faces sell for about $10 each and, in addition to being available online, are on sale at Source For Sports in Calgary, Sports Central in Sylvan Lake and the Red Deer Rebels pro shop. They also are going to try to get them into Rexall Place and the Scotiabank Saddledome.

"It's a very infant stage for us right now," said Simmer. "Marcel has been big into promotion of sports material since he retired, so he's been doing it for a long time. I'm just kind of the tag-along guy, but he's really excited about this. It's a smaller group, fun business we're doing, but we think the possibilities are endless. We can customize masks for any event or do them for business promotions.

"Looking around the corner, there's the Summer Olympics and looking to the future we're thinking about bringing out a blank mask that kids can do their own designs on."

Rally Face also put out a pink mask in support of the fight against breast cancer. All proceeds from those sales have gone directly to Alberta breast cancer.

But right now it's all about the world junior and getting the Rally Face into the crowds for what is sure to be worldwide exposure from the newsprint and television coverage.

"With Canadian hockey fans so passionate, I think if they see one, they'll want one," said Simmer. "I think once you see 500 people in the same section wearing them, it's going to be pretty cool looking."