First, Walter Gretzky, father of hockey superstar Wayne, became a spokesperson for hearing-product firm Hear at Last. Now, another Hockey Hall of Famer, Gordie Howe, has been signed by the Lifestyle Hearing Corporation to attempt to create elbow room in the marketplace for its hearing devices and services.

The ex-Detroit Red Wing great, who was once contributed to an instructional book entitled Hockey Here’s Howe! and who last played in the NHL in 1980 at age 51, was announced as an official spokeperson for the Hawkesbury, Ont.-based hearing company on Dec. 2. One of his first duties was to undertake a public hearing assessment at the Helix Hearing Care Centre, a member of the Lifestyle Hearing Network, in Windsor, Ont, near his home in Michigan.

According to a statement issued by Number 9, "I am really looking forward to helping people understand the importance of having their hearing tested, and I hope that I can help promote the advantages of good hearing health care."