NHL All-Star Sidney Crosby Joins adidas
adidas today announced a multiyear partnership with NHL star and captain of the Pittsburgh Penguins Sidney Crosby.
A Stanley Cup Winner, World Championships Gold Medalist and two-time Olympic Gold Medalist, Crosby joins adidas to collaborate on apparel and equipment design and development. The Penguins center will also take a leading role in adidas marketing.
"Since I started playing hockey I have had a passion for the sport. I am excited to have the opportunity to collaborate with adidas and have an influence on products that matter to hockey players and all athletes in their training and preparation,” said Crosby. “adidas and I share the same drive to be the best at what we do. It’s an exciting time to be a part of the energy the brand has and the future of the sport.”
Known for his intuitive scoring ability, Crosby notched his 800th career point last season, becoming the sixth fastest player in NHL history to reach 800 points. Along the way, Crosby has taken home the Art Ross Trophy (leading scorer) twice, made eight Stanley Cup playoff appearances and been named an NHL All-Star five times.
“There’s no one like Sidney in the game,” said adidas Group North America President Mark King. “His creativity on the ice and ability to score, particularly in clutch situations, is unmatched. He’s an iconic athlete who transcends his sport and will go down as one of the best ever to play. He’s a leader on the ice and a fan favorite. He also happens to be a really great guy. When athletes like that want to join your brand, it means something. Special things are happening at adidas and we’re proud to put Sidney in the center of it.”
In addition to playing a key role in future hockey product creation and in marketing campaigns, Crosby will represent adidas at major international sporting events and brand initiatives around the world.
Last month, adidas announced its new partnership with the NHL and NHLPA to be the official outfitter of all on-ice uniforms and licensed apparel and headwear, set to begin with the 2017-18 season. Additionally, adidas will become the official outfitter of the 2016 World Cup of Hockey in 2016.
John FebbraroCategory Brand PlannerCanadaJohn.Febbraro@adidas.com905-266-4387