According to ESPN, Adidas will no longer be the NHL’s official supplier for uniforms and apparel after the 2023-24 seasons.
ESPN was told by sources that Adidas’ two-year remaining seven-year contract with the NHL was what prompted the NHL to not renew its agreement. The league is making other apparel companies aware of the fact that rights are available again.
“The NHL and Adidas look forwards to continuing to collaborate over the next 2 years and to smooth transition to the authentic NHL uniform supplier,” said the NHL in a statement.
After Adidas took over as the NHL’s uniform supplier from 2005-06, the seven-year contract was signed in 2017-18. Adidas also partnered up with the NHLPA and the NHL to produce jerseys for 2016 World Cup of Hockey.
Sources claimed that Adidas paid at least twice the $35 million per year that Reebok was paying for the rights at the time of the deal.
The NHL and Adidas partnership featured some innovative moments, such as the memorable Team North America jerseys at the World Cup and a line of NHL “Reverse Retro” jerseys, a streetwear-influenced remix of classic NHL sweaters and logos that teams wore during the 2020-21 season.
Adidas also promoted the individual player, as stars such as Connor McDavid The brand signed endorsement deals. ESPN was told by sources that Adidas told players who had expired endorsement deals that they would not be renewed. This was a sign that Adidas was planning to split with the NHL.
Fanatics has been a partner with the NHL since 2005. The NHL also has a long-term agreement with Fanatics. Fanatics is the official manufacturer for a wide range of NHL apparel, headwear and replica jerseys since the 2017-18 season. It manages the NHL’s online retail site and is present at many NHL events.