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NHL Tabs Adidas as Official Sponsor for Authentic Apparel

iconThe National Hockey League and Adidas announced on Tuesday, a seven year partnership to become the official on ice uniform and authentic apparel for the league.

Starting with the 2017-2018 NHL season, CCM owned, Adidas Group, will provide all of the official equipment to the players, including their sticks, skates, gloves, helmets and goaltending gear.

Commissioner Gary Bettman said on the league’s website, “Teaming up with Adidas continues our strategy of aligning with major partners who share our vision for growing the game and putting innovation at the forefront of everything we do for our players and fans.”

He added, “As an iconic performance brand with global reach, Adidas is the perfect partner for us. With the World Cup of Hockey next year and the launch of our new partnership coinciding with our centennial celebration in 2017, there could not be a more appropriate time for us to take our longstanding relationship to new heights.”

The National Hockey League Players Association also announced a partnership with Adidas for the 2016 World Cup of Hockey. Adidas and the NHLPA’s partnership allows the apparel company to become the official provider for all authentic and replica jerseys. Donald Fehr, NHLPA Executive Director told the site, “Adidas will be instrumental in providing leading technology to produce hockey jerseys for the world’s best hockey players, while also serving our growing global fan base with innovative products..”

Fehr added, “We look forward to partnering with the creative minds at Adidas who collectively share our focus on growing the game around the world.”

Adidas and the league have continued a longstanding relationship despite the NHL’s existing partnership with Reebok. This new agreement allows Adidas to leverage its offerings as a leading sports brand to collaborate with one of the world’s most innovative sports leagues. The partnership also allows Reebok to continue to focus on and invest in strengthen their position to become a leader in the fitness market.

As part of their new strategic business plan, Adidas is trying to aggressively refocus its role to become more relevant in America by increasing its presence within key US sports. As hockey is a leading sport within Canada, the partnership will also assist their Canadian business growth as well.

Mark King, President of Adidas Group North America said, “This partnership with the NHL is evidence of our comprehensive commitment to the athlete. Adding the league to our growing iconic portfolio, is just the start for us.”

He added, “Everything we do at Adidas focuses on making athletes faster and we are ready to bring that attitude to the ice. This is an incredible opportunity to get our most innovative performance products on the world’s best hockey players, on and off the ice, and take the game to the next level”

The new partnership comes on the heels of Adidas announcing an agreement with 2015 number one draft pick, Connor McDavid. Adidas has plans to add more top NHL players to its roster of professional athletes.

In addition to the merchandising rights, Adidas will bring high performance training footwear and apparel to every NHL locker room. Adidas will also connect with fans at all NHL events, such as the Bridgestone NHL Winter Classic, Coors Light NHL Stadium Series, the Stanley Cup playoffs and the NHL All Star Game through largescale brand activations.

Adidas and the NHL will continue to work together on several grassroots initiatives to help spur the growth and excitement of the game.

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