I am pretty sure that each player decides what he wears. Unless, of course, it is otherwise stated in his contract. A good example is Arturs Irbe. His sponsors are BEGGING him to wear new equipment, but he refuses. He will stick with his broken-in-like-your-grandad's-golfing-gloves equip. I think it was Koho? They said it was giving a bad name for their company, some lil' youngsters are taking Irbe's lead and wearing old-school equipment.
Another mention of the 10$head/helmet. Since this is a discussion about hockey, then I can speak, I've played it over 10 years (organized) of my short little life of 15 years. A 10$ helmet is just as safe as the 100$ Bauer/Nike helmet. The differences? The looks for one, but more important, how it feels on your head. The higher end ones have waaaaaaaaaaaaay advanced padding, while the basic ones are just plain foam. My bro's Bauer (highest one) is crazy, so comfortable, yet just as protective as my 50$ Nike. There is something called the CSA in Canada, that approves of everything on the market. All of these helmets are deemed hockey safe, and all of the are pretty much equal, safety wise.
I voted in favor of the "what was in stock/what was in my mom's wallet" on the ballot. I don't think any hockey player pays attention to what helmt his icon is using. I know that some kids my age and younger like to emulate their fave player's stick choice, which pisses me off SOO much! They want their Vectors and yellow Synergies! GIVE ME A BREAK KID! YOU'RE 10! That 20$ Sherwood PMP is better for you than the 250$ Easton/TPS. I for one use the wooden sticks, and I can blow away any Vectored player on my team in the shots dep't (no to be bragging, it's the truth

) Kids are easily influenced by the companies/players, and unforunately, so are their parents. I tired out a lot of the wood sticks on the market, moving from company to company, and if yu want your kid to have a hot shooting capability, try out the Mission Woody series, each one with their own shot benefits.