NHL officially announces adidas as new outfitter of NHL on-ice jerseys, licensed apparel and headware
By @MichaelCaples –
Those reports were true – the NHL is now an adidas league.
The National Hockey League officially announced today a seven-year partnership with adidas that will see the apparel company become the “authentic outfitter of on-ice uniforms as well as an official supplier of licensed apparel and headwear for the League starting with the 2017-18 season.”
The league also announced that adidas-owned CCM will remain an on-ice equipment supplier, providing NHL players with sticks, skates, helmets, gloves and goaltending gear (though players will still be able to wear other brands).
The NHL and the NHLPA also announced that adidas will be the exclusive outfitter for both authentic and replica jerseys for the 2016 World Cup of Hockey.
“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,” said NHL Commissioner Gary Bettman in a press release. “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.”
“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,” said Don Fehr, NHLPA Executive Director, in the release. “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.”
adidas owns Reebok, the previous jersey outfitter for the league.
“This partnership with the NHL is evidence of our comprehensive commitment to the athlete,” said adidas Group North America President Mark King. “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.”
The press release states that adidas will work side by side with the NHL on a number of grassroots initiatives, but it does not indicate specific plans at this time.