Cookie Policy
Effective Date: March 23, 2026
Last Updated: March 23, 2026
1. Introduction and Scope
ECD Lax, LLC ("ECD Lax ," " we ," " us ," or " our ") operates the website located at https://ecdlax.com (the "Site"). This Cookie and Tracking Technologies Policy (this "Policy") explains how we use cookies, pixels, web beacons, local storage, session storage, and other tracking and data-collection technologies (collectively, " Tracking Technologies ") on the Site, why we use them, and the choices available to you regarding their use.
This Policy applies to all visitors to the Site, regardless of where you are located, and supplements our Privacy Policy (the "Privacy Policy"), which is available at: https://ecdlax.com/policies/privacy-policy . Where this Policy and the Privacy Policy address the same subject matter, the more specific provisions in this Policy govern Tracking Technologies. Capitalized terms used but not defined in this Policy have the meanings given to them in the Privacy Policy.
If you have questions about this Policy or our use of Tracking Technologies, please contact us using the information set out in Section 12 below.
2. What Are Tracking Technologies?
2.1 Cookies
Cookies are small text files that a website places on your computer, mobile phone, tablet, or other device when you visit. Cookies allow the website (or a third party) to recognize your device, remember your preferences, understand how you use the site, and serve you relevant content or advertisements. Cookies can be either first-party cookies (set by ECD Lax directly) or third-party cookies (set by a third-party service provider operating on our behalf or for their own purposes). Cookies may be session cookies, which are deleted automatically when you close your browser, or persistent cookies, which remain on your device for a defined period or until you manually delete them.
2.2 Pixels and Web Beacons
Pixels (also called "web beacons," "clear GIFs," or "1×1 pixels") are tiny, often invisible images or code snippets embedded in a web page or email. When your browser loads a page or email containing a pixel, it makes a request to a third-party server, which allows that third party to record that your browser visited the relevant page or opened the relevant email, along with associated metadata such as your IP address, browser type, and timestamp.
2.3 Local Storage and Session Storage
Local storage and session storage are browser-based mechanisms that allow websites to store information directly on your device — similar to cookies, but typically capable of storing larger amounts of data. Session storage is cleared when you close the browser tab. Local storage persists until explicitly cleared by the website or by you.
2.4 Fingerprinting Scripts
Device or browser fingerprinting is a technique that collects information about your device's configuration — including your operating system, browser version, screen resolution, installed fonts, time zone, and other attributes — to generate a unique identifier for your device without using cookies. This identifier can be used to recognize your device across sessions and across sites.
2.5 Other Data Collection Mechanisms
Our third-party partners or we may also use additional technologies, including software development kits ("SDKs"), application programming interface ("API") calls, and server-side event collection, to collect data about your use of the Site.
3. Categories of Tracking Technologies We Use
We categorize the Tracking Technologies on the Site into four functional groups, as described below. The specific technologies within each category are identified in the tracker table in Section 4.
3.1 Strictly Necessary
These technologies are essential for the Site to function and for you to navigate it and use its features. Without these technologies, certain services you have requested — such as remembering items you have added to a shopping cart or maintaining your logged-in state — cannot be provided. These technologies do not require your consent under applicable law.
3.2 Functional / Preference.
These technologies remember choices you make (such as your preferred language, region, or display settings) and provide enhanced, personalized features. They may be set by third-party providers whose services we have embedded on the Site or by us.
3.3 Analytics / Performance
These technologies collect information about how visitors use the Site — for example, which pages they visit most often, how long they spend on each page, and whether they receive error messages on certain pages. This information is used to improve the Site's performance, functionality, and user experience. The data collected is generally aggregated and does not directly identify individual users.
3.3 Advertising / Targeting
These technologies are used to deliver advertisements that are relevant and engaging to individual users, to limit how many times you see an advertisement, and to help us measure the effectiveness of our advertising campaigns. They may be set by advertising networks we work with. These technologies track your browser across different websites and build a profile of your interests to show you relevant advertisements on other sites.
4. Specific Tracking Technologies Identified on the Site
The table below identifies the specific Tracking Technologies we have identified on the Site, organized by category. Note to counsel and client: This table must be verified and supplemented through a live technical cookie audit before publication. The entries below reflect commonly deployed technologies on websites of this type and should be confirmed against actual scan results.
4.1 Strictly Necessary Cookies
Cookie Name Provider Type Duration Purpose
_shopify_essential Shopify / ECD Lax First-party 1 year Enables secure checkout, payment processing, and core storefront functionality
cart_currency ECD Lax (Shopify) First-party 2 weeks Stores the user’s currency based on location
__attentive_cco Attentive / ECD Lax First-party 1 year Stores user consent and opt-out preferences for marketing communications
VISITOR_PRIVACY_METADATA YouTube Third-party ~6 months Stores user consent and privacy preferences for embedded YouTube content
4.2 Performance / Analytics Cookies
Cookie Name Provider Type Duration Purpose
_attn_ Attentive First-party 1 year Tracks user interactions and engagement to improve site functionality
__attentive_pv Attentive First-party ~30 minutes Tracks page views and session-level activity
4.3 Targeting / Advertising Cookies
Cookie Name Provider Type Duration Purpose
__attentive_id Attentive First-party 1 year Identifies users for personalized marketing and SMS/email campaigns
VISITOR_INFO1_LIVE YouTube Third-party ~6 months Tracks video preferences and ad personalization
YSC YouTube Third-party Session Tracks views of embedded YouTube videos
4.4 Functional Cookies
Cookie Name Provider Type Duration Purpose
localization Shopify / ECD Lax First-party 1 year Stores region and localization preferences
__attentive_ss_referrer Attentive First-party ~30 minutes Tracks referral source to improve UX and analytics
4.5 Additional / Unclassified Cookies
Cookie Name Provider Type Duration Notes
__attentive_session_id Attentive First-party ~30 minutes Session tracking for marketing workflows
__attentive_dv Attentive First-party 1 day Device or visitor tracking
_shop_app_essential Shop App (Shopify) Third-party 1 year Enables Shop Pay / Shop App integrations
__Secure-YNID YouTube Third-party ~6 months Security and preference tracking
__Secure-ROLLOUT_TOKEN YouTube Third-party ~6 months Feature rollout / experimentation cookie
4.6 Local Storage / Similar Technologies
Storage Key Type Purpose
_grecaptcha Local storage Bot detection/fraud prevention (Google reCAPTCHA)
lastExternalReferrer Local storage Tracks referring URL
lastExternalReferrerTime Local storage Timestamp of referral
wpEmojiSettingsSupports Session storage Browser capability detection
5. How and Why We Use These Technologies
5.1 Site Operation and Security
We use strictly necessary Tracking Technologies to operate the Site, process transactions, maintain session state, and protect against security threats such as cross-site request forgery. These technologies are fundamental to delivering the services you request, including browsing product pages, completing purchases of ECD Lax equipment and apparel, and navigating the Site, and cannot be disabled without materially impairing Site functionality.
5.2 Analytics and Performance Improvement
We use analytics technologies, principally Google Analytics 4, to understand how visitors interact with the Site, which pages and content are most popular, where visitors come from, and how they navigate the Site. This information helps us identify technical issues, improve Site performance, and make better decisions about content and product offerings. Where possible, we configure these tools to anonymize or pseudonymize IP addresses in accordance with applicable law.
5.3 Advertising and Marketing
We use advertising Tracking Technologies, including the Meta Pixel and Google advertising cookies, to measure the effectiveness of our marketing campaigns, to serve ECD Lax advertisements to users who have previously visited the Site on third-party platforms (commonly referred to as "retargeting" or "remarketing"), and to build audiences of users with similar interests for advertising purposes. This helps us ensure our advertising budget is directed toward users most likely to be interested in our products and services.
5.4 Functionality and Preferences
We use functional Tracking Technologies to remember your preferences and settings, such as items in your cart, so that your experience on the Site is consistent and convenient across visits.
6. Legal Basis for Processing
Where applicable under the laws of the European Union, the European Economic Area ("EEA"), the United Kingdom ("UK"), Switzerland, and other jurisdictions that impose a legal basis requirement for the processing of personal data, we rely on the following legal bases:
6.1 Consent
For non-essential Tracking Technologies, including analytics, advertising, and targeting technologies, we rely on your freely given, specific, informed, and unambiguous consent, obtained through our cookie consent mechanism (described in Section 7). You may withdraw your consent at any time with effect for the future, without affecting the lawfulness of processing based on consent before its withdrawal.
6.2 Legitimate Interests
For analytics technologies where we have configured appropriate privacy-protective measures (such as IP anonymization and short data retention periods), we may, where permitted by applicable law, rely on our legitimate interests in understanding Site usage and improving our services, provided your fundamental rights and freedoms do not override those interests. We have conducted a legitimate interests assessment and concluded that, with appropriate safeguards in place, this basis is available for limited analytics use.
6.3 Performance of a Contract
For strictly necessary Tracking Technologies that are essential to complete a transaction or provide a service you have requested (such as maintaining a shopping cart), we rely on the necessity of processing to perform a contract with you or to take pre-contractual steps at your request.
6.4 Legal Obligation
We may use certain Tracking Technologies to the extent required to comply with applicable legal obligations, including security and fraud-prevention requirements.
For users in the United States, our use of Tracking Technologies is governed by this Policy and our Privacy Policy. To the extent any U.S. state privacy law requires consent for certain processing activities — including the "sale" or "sharing" of personal information via advertising Tracking Technologies — we honor those requirements as described in Section 7 below.
7. Third-Party Tracking and Third-Party Privacy Policies
7.1 Overview of Third Parties
We work with third-party providers who deploy their own Tracking Technologies on the Site. These third parties have their own privacy policies and data practices that are independent of ECD Lax. We have no control over how these third parties use information they collect through their technologies, and we encourage you to review their privacy policies directly.
7.2 Key Third Parties and Their Policies
The Site may contain links to third-party websites, applications, and social media platforms. This Policy does not apply to those third-party properties. We recommend reviewing the applicable privacy and cookie policies of any third-party site you visit.
• Attentive Mobile Inc.
We use Attentive to support marketing, customer engagement, and messaging (including SMS and email communications). Attentive technologies may collect information regarding user interactions with the Site, including browsing behavior, page views, referral sources, and device identifiers, in order to personalize communications and measure campaign effectiveness. Attentive may also use cookies and similar technologies to recognize users across sessions and deliver targeted messaging.
Attentive’s Privacy Policy is available at: https://www.attentive.com/legal/privacy
• Google LLC (YouTube Embedded Content)
The Site may include embedded YouTube videos, a service provided by Google LLC. When interacting with embedded video content, YouTube may set cookies or similar technologies to track user preferences, video engagement, and advertising interactions. These technologies may collect device information, usage data, and identifiers associated with your interaction with video content.
Google’s Privacy Policy is available at: https://policies.google.com/privacy
Information about Google’s advertising settings and controls is available at: https://adssettings.google.com
• Shopify Inc. (Shopify and Shop App Ecosystem)
The Site is hosted on Shopify and uses Shopify’s platform technologies to support core ecommerce functionality, including checkout, payment processing, localization, and account-related features. Shopify and its affiliated services (including the Shop App) may use cookies and similar technologies to enable secure transactions, maintain session integrity, and support accelerated checkout.
Shopify’s Privacy Policy is available at: https://www.shopify.com/legal/privacy
8. Your Choices and Opt-Out Mechanisms
8.1 Cookie Consent Manager
When you first visit the Site, a cookie consent banner will appear, allowing you to accept, reject, or customize your cookie preferences by category. You may update your preferences at any time by clicking the ["Cookie Settings" / "Manage Preferences"] link located at [insert location, e.g., the cookie banner]. Withdrawing or modifying your consent will take effect for future processing; it does not affect any processing that occurred lawfully before your change in preferences. You may manage your preferences using the browser-level and third-party opt-out tools described below.
8.2 Browser Settings
Most web browsers allow you to control cookies through their settings. Common controls include the ability to: (i) view which cookies have been placed on your device; (ii) delete cookies that are already stored; (iii) block or restrict cookies on a site-by-site basis; and (iv) block all cookies from being placed. Instructions for managing cookies in the most popular browsers are available at the following links:
• Google Chrome: https://support.google.com/chrome/answer/95647
• Mozilla Firefox: https://support.mozilla.org/en-US/kb/enable-and-disable-cookies-website-preferences
• Apple Safari: https://support.apple.com/guide/safari/manage-cookies-sfri11471/mac
• Microsoft Edge: https://support.microsoft.com/en-us/microsoft-edge/delete-cookies-in-microsoft-edge-63947406-40ac-c3b8-57b9-2a946a29ae09
Please be aware that disabling or blocking cookies may affect your ability to use certain features of the Site, including purchasing products and maintaining a shopping cart.
8.3 Google (YouTube) Controls
The Site may include embedded YouTube video content, a service operated by Google LLC. You can manage your privacy and advertising preferences for Google services, including YouTube, through your Google account settings.
To learn more about how Google uses data and to manage your settings, please visit:
https://policies.google.com/privacy
8.4 Attentive (Marketing Communications and Tracking) Controls
We use Attentive to support marketing and customer engagement, including SMS and email communications. Attentive may use cookies and similar technologies to recognize users, track interactions with the Site, and personalize communications.
You may opt out of Attentive’s marketing communications at any time by:
• Following the unsubscribe instructions included in marketing emails;
• Replying “STOP” to SMS messages (where applicable); or
• Adjusting your preferences through any available on-site consent or preference management tools.
For more information about how Attentive processes personal data, please visit:
https://www.attentive.com/legal/privacy
8.5 Industry Opt-Out Tools
You may opt out of interest-based advertising from participating companies through the following industry self-regulatory programs:
• Digital Advertising Alliance (DAA): https://optout.aboutads.info/
• Network Advertising Initiative (NAI): https://optout.networkadvertising.org/
• European Interactive Digital Advertising Alliance (EDAA — for EEA users): https://www.youronlinechoices.eu/
Please note that opting out through these tools does not prevent you from seeing advertisements altogether; it means that the participating companies will no longer deliver interest-based advertisements to you using their cookies on the devices and browsers on which you have opted out.
8.6 Do Not Track
Some browsers transmit "Do Not Track" signals to websites. Currently, there is no universally accepted standard for how websites should respond to these signals, and the Site does not currently alter its data-collection or use practices in response to Do Not Track browser signals. We will continue to monitor developments in this area and update this Policy accordingly.
8.7 Global Privacy Control (GPC)
The Global Privacy Control (" GPC ") is a browser-based signal that allows users, particularly residents of states such as California, Colorado, and Connecticut that have enacted laws recognizing the GPC, to exercise their opt-out rights with respect to the "sale" and "sharing" of personal information for cross-context behavioral advertising. ECD Lax [ honors / is in the process of implementing support for ] the GPC signal. When a GPC signal is detected from a user in a jurisdiction that recognizes it, we will treat it as a request to opt out of the sale or sharing of that user's personal information, consistent with applicable law.
9. Data Retention
We retain the data collected through Tracking Technologies only for as long as is reasonably necessary to fulfill the purposes described in this Policy, or as required by applicable law. Retention periods vary by technology and provider, as follows:
Session cookies are automatically deleted when you close your browser and do not persist on your device beyond a single browsing session.
Persistent first-party cookies are retained on your device for the period specified in the cookie (typically ranging from 30 days to 24 months), after which they expire automatically. You may also delete them at any time through your browser settings.
Third-party persistent cookies are retained for the periods set by the relevant third-party provider, as described in Section 4 and in the applicable third-party privacy policies. For example, Google Analytics cookies persist for up to 2 years, while the Meta cookie persists for 90 days.
Analytics and advertising data collected by third parties and transmitted to their servers is retained by those third parties in accordance with their own data retention policies. We encourage you to review those policies directly.
Where we aggregate or anonymize data collected through Tracking Technologies such that it no longer constitutes personal information under applicable law, we may retain that information for longer periods.
10. Cross-Border Data Transfers
ECD Lax is based in the United States, and the data collected through Tracking Technologies on the Site is processed primarily in the United States. If you access the Site from outside the United States, including from within the European Economic Area, the United Kingdom, or Switzerland, your data will be transferred to and processed in the United States, which may not provide a level of data protection equivalent to the laws of your home jurisdiction.
Where we transfer personal data from the EEA, UK, or Switzerland to the United States or another third country, we rely on appropriate transfer mechanisms to ensure that your personal data is protected to a standard at least equivalent to that required in your home jurisdiction. Such transfer mechanisms may include:
• Standard Contractual Clauses ("SCCs") approved by the European Commission (including the updated SCCs adopted by the European Commission's Implementing Decision of June 4, 2021), incorporated into our data processing agreements with relevant third-party providers; and
• The UK International Data Transfer Agreement ("IDTA") or the UK Addendum to the EU SCCs for transfers subject to UK GDPR.
With respect to third-party providers such as Google and Meta, those companies have self-certified under applicable transfer frameworks and/or rely on SCCs for international data transfers. We encourage you to review the relevant transfer documentation in each provider's privacy policy.
11. Updates to This Policy
We may update this Policy from time to time to reflect changes in the Tracking Technologies we use, changes in applicable law, or other relevant developments. When we make material changes, we will update the "Last Updated" date at the top of this Policy and, where required by applicable law or where we deem it appropriate, provide additional notice (for example, by posting a notice on the Site or, where we have your contact information and it is required, by sending you direct communication).
We encourage you to review this Policy periodically to stay informed about how we use Tracking Technologies. Your continued use of the Site after we post an updated Policy constitutes your acknowledgment of the updated Policy to the extent permitted by applicable law. Where your consent is the legal basis for our use of non-essential Tracking Technologies, we will seek renewed consent where required by applicable law.
12. Contact Information
If you have any questions about this Policy, our use of Tracking Technologies, or your rights in connection with our data practices, please contact us at:
Email: support@ecdlax.com
Mail: ECD Lacrosse, Inc.
Attn: Legal Department
8745 Mylander Lane
Towson, Maryland 21286, USA
We may change or update these Terms at any time in our sole discretion. We will post the updated version on our site and indicate the most recent update date at the top of the Terms. Except as required by law, updates will become effective no sooner than fourteen (14) days after posting. Your continued use of the Services after the effective date constitutes your acceptance of the revised Terms.