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April 6, 2018
The National Hockey League has named Adidas as its new, official outfitter of on-ice uniforms and the official supplier of licensed apparel and headwear beginning with the 2017-18 season.
Reebok, a subsidiary of Adidas, is the league's current official outfitter. Adidas president Mark King said that the switch-up is part of a move to "put the brands in sync" with new positioning that is seeing Reebok pivot away from sports and focus on the fitness category, while Adidas doubles down on professional partnerships.
CCM, which is also owned by Adidas, will remain the NHL's official on-ice equipment supplier for the duration of the new, seven-year contract with Adidas.
"This partnership with the NHL is evidence of our comprehensive commitment to the athlete," says Mark King, group North America president, Adidas. "Adding the league to our growing icon portfolio–which includes premier athletes and U.S. league partnerships across football, basketball and baseball–is just the start for us. Everything we do at Adidas focuses on making athletes faster, and we're 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."
In addition to the new seven-year uniform partnership, the NHL and the NHL Players Association have also made Adidas the exclusive outfitter for both authentic and replica jerseys for the 2016 World Cup of Hockey, which will take place in Toronto, Canada, from Sept. 17-Oct. 1, 2016.
"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," says Gary Bettman, NHL commissioner. "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 take our longstanding relationship to new heights."
As the official league outfitter, Adidas will also equip NHL dressing rooms with high-performance training footwear and apparel and is planning a series of fan events during major league games including the Bridgestone NHL Winter Classic, the NHL All-Star Game and the Stanley Cup Playoffs.
"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," says Don Fehr, executive director, NHLPA. "We look forward to partnering with the creative minds at Adidas who collectively share our focus on growing the game of hockey around the world."
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