German sportswear firm Adidas has struck a seven-year partnership with the National Hockey League starting in 2017, taking over from its own Reebok subsidiary, as it seeks to challenge rival Nike in top North American sports.
The NHL agreement comes just days after Adidas signed a multi-year partnership with National Football League quarterback Aaron Rodgers of the Green Bay Packers, the current holder of the NFL’s most valuable player award.
Adidas is increasing marketing spending in North America as it tries to reverse a steady decline in market share, slipping last year into third place in the U.S. market behind Nike and fast-growing Under Armour .