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Re-Branding Adidas And The NHL

from Tim Newcomb at Forbes,

When Adidas signed a seven-year deal to become the on-ice uniform provider for the NHL, the German company didn’t have anyone working in a hockey-related business unit. Sure, the company owned Reebok, then the rights holder, but for Adidas, signing an agreement at the end of 2015 that would start in 2017 meant the company needed to create — and create quickly.

Now, over a year removed from the start of the Adidas-NHL partnership, not only has Adidas built an internal business unit that hadn’t existed, but it has fashioned a new model for brand engagement, both for the sneaker and apparel company and for the NHL.

And Adidas is quick to point out: Expect plenty more in the next six years.

Dan Near, senior director of Adidas Hockey, says when the brand signed with the NHL, it was clear they needed a shift in brand-league relationship thinking. Long gone was a structure of creating some cool jerseys and selling licensed product.


Filed in: NHL Talk, Hockey Equipment, | KK Hockey | Permalink


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About Kukla's Korner Hockey

Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

Email Paul anytime at pk@kuklaskorner.com