Adidas will not search to resume NHL uniform and attire deal after 2023-24 season, league says

Adidas is not going to return because the NHL’s official provider of uniforms and attire when their settlement expires after the 2023-24 season, the NHL confirmed to ESPN on Thursday.

Sources advised ESPN that Adidas, which has two years remaining on its seven-year deal, was the catalyst in not in search of to resume with the NHL. The league has began to make different attire corporations conscious that the rights are again in play.

“The NHL and Adidas stay up for persevering with to work intently collectively over the following two years and to a easy transition to the brand new genuine NHL uniform provider, which will probably be introduced by the NHL on the applicable time,” the NHL mentioned in an announcement .

The seven-year deal deal started within the 2017-18 season after Adidas changed Reebok, which had been the NHL’s uniform provider because the 2005-06 season. Adidas additionally partnered with the NHL and the NHLPA to make jerseys for the 2016 World Cup of Hockey.

On the time of that deal, sources mentioned Adidas was paying at the very least double the $35 million yearly that Reebok had been paying for the rights.

The NHL and Adidas partnership featured some modern moments, such because the memorable Group North America jerseys on the World Cup and a line of NHL “Reverse Retro” jerseys, a streetwear-influenced remix of traditional NHL sweaters and logos that groups wore throughout the 2020 -21 seasons.

Adidas additionally emphasised promotion of particular person gamers, as stars like Connor McDavid signed offers to advertise the model. Sources advised ESPN that gamers with expiring endorsement offers have been advised by Adidas that these offers wouldn’t be renewed, which was a harbinger that the corporate was heading for a break up with the NHL.

The NHL can be in a long-term take care of Fanatics, a accomplice since 2005. Fanatics has been the official producer of a broad vary of NHL attire and headwear, together with duplicate jerseys, because the 2017-18 season. It runs the NHL’s e-commerce retail website and operates on-site retail at quite a few NHL occasions.