• 04-OCT-2017

adidas & NHL Celebrate Start of 2017-18 Season with New “What if Hockey…” Campaign

2016-17 James Norris Memorial Trophy Winner Brent Burns Joins adidas Hockey


PORTLAND, Ore. / NEW YORK, N.Y. (October 4, 2017) – Celebrating creativity in hockey and the start of the 2017-18 NHL season, adidas and the National Hockey League (NHL®) today unveiled a new campaign titled “What if Hockey… Some athletes evoke emotions, some tap into imagination, some challenge the status quo, and with each opportunity to create, these athletes are changing the game.


In a new :30 spot featuring Connor McDavid of the Edmonton Oilers, Brent Burns of the San Jose Sharks, and Tyler Seguin of the Dallas Stars, adidas and the NHL celebrate the start to the 2017-18 NHL season through the lens of creativity. Highlighted by some of the sport’s most dynamic players in the game, the campaign showcases how embracing creativity can influence and redefine a sport by simply asking “What if…?”


Beginning on October 4, in tandem with the start of the 2017-18 NHL season, “What if Hockey…” will be featured in Canada and the U.S., premiering on media outlets including Sportsnet.ca and ESPN.com, and will run through the end of the month. Additionally, an exclusive :15 version of the spot will be tagged to include Dicks Sporting Goods and will run in stores and on their digital and social channels.


Upon signing a multi-year partnership with adidas, Brent Burns of the San Jose Sharks, the 2016-17 James Norris Memorial Trophy Winner awarded to the NHL’s best defenseman, makes his debut in an adidas campaign and will take a leading role in upcoming adidas brand marketing initiatives, along with collaborating on future adidas Hockey apparel and accessories.


“adidas is the brand for creators and with my unique style on and off the ice, I felt that partnering with the brand was a natural fit,” said Burns. “adidas has a ton of momentum and I just knew that I had to be a part of this energy and a member of the adidas family.”


Check out the new spot beginning on October 4 and join the conversation on Twitter and Instagram via @adidasHockey and@NHL. For more info, visit adidas.com/nhl and shop.nhl.com.


About adidas

adidas is a global designer and developer of athletic and lifestyle footwear, apparel and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster and stronger and creates a range of classic and fresh lifestyle and high-fashion lines. 


About the NHL

The National Hockey League (NHL®), founded in 1917, is celebrating its Centennial anniversary in 2017. The yearlong celebration pays tribute to 100 years of NHL hockey by honoring the past, commemorating the present, and celebrating its future. In March 2017, the League also celebrated 125 years of the most revered trophy in professional sports – the Stanley Cup®. Comprised of 31 Member Clubs, the NHL is represented by players from more than 20 countries across team rosters. Each year, the NHL entertains hundreds of millions of fans around the world. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN in the U.S., Sportsnet and TVA in Canada, and Viasat in the Nordic Region. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™, and on NHL.com, available in eight languages and featuring an enhanced statistics platform powered by SAP, providing the definitive destination for hockey analytics. The NHL is committed to giving back to the community through programs including: Hockey is for Everyone™ which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™ which raises money and awareness for hockey’s most important fight; NHL Green™ which is committed to the pursuit of sustainable business practices; and a partnership with the You Can Play Project, which is committed to supporting the LGBT community and fighting homophobia in sports. For more information, visit NHL.com.