The NHL's Shift from Reebok to Adidas: Brand Strategy and Performance

The National Hockey League (NHL) made a strategic decision to switch its jersey sponsor from Reebok to Adidas in 2017, a move that had several key factors driving it. This decision was not just about branding but also about leveraging Adidas's global presence and innovative product development, aligning with broader market trends, and fostering a cohesive look and feel across NHL merchandise.

Brand Alignment

One of the primary reasons for the switch was brand alignment. Adidas aimed to elevate its presence in North American sports, particularly in hockey, which was a key market for the brand. The partnership with the NHL allowed Adidas to leverage its global brand power and enhance the NHL's profile. This move was instrumental in consolidating Adidas's position in the hockey market, where it aimed to compete against established brands like Under Armour and Nike.

Innovative Product Development

Another significant factor was the innovative product development that the partnership promised. Adidas introduced the ADIZERO jersey, which was designed to be lighter, more breathable, and more durable. According to Adidas, the ADIZERO jersey was 19% lighter than the previous Reebok jersey, making it a superior product on the forefront of craftsmanship, quality, design, and innovation. This innovation included the use of new lightweight fabric and CLIMA technology, which claimed to make the jersey cooler and more durable.

Long-term Vision

The partnership with Adidas was part of a broader strategy to create a more unified branding approach across all NHL merchandise. This move aimed to enhance the league's brand identity and align the look and feel of merchandise with the NHL's overall branding strategy. By working with Adidas, the NHL sought to modernize its offerings and create a more cohesive brand across all merchandise, including jerseys, hats, and other apparel.

The Financial Aspect

While brand alignment, product innovation, and a long-term vision were crucial, the decision to switch was also driven by financial considerations. Adidas purchased Reebok for $3.8 billion, and the agreement ushered in a seven-year partnership between Adidas and the NHL. This significant partnership fee contributed to the decision, as Adidas and the NHL aimed to generate substantial revenue from jersey sales. The ADIZERO jersey was introduced to the public on June 20, 2017, and was worn by all 31 NHL teams starting in the 2017–18 season, including the expansion team, the Vegas Golden Knights.

Product Placement and Advertising

The ADIZERO jersey offered immense product placement and advertising opportunities. Every NHL player wore an Adidas logo on their back, and this logo could be found in photographs, trading cards, newspapers, websites, and various other media. The sheer visibility of the brand, with every NHL player wearing it, generated substantial advertising value for Adidas. This was a strategic move that leveraged the passion of hockey fans, who love to wear team jerseys or uniforms, to enhance Adidas's brand presence.

Fan Reaction and Sales

Fans' enthusiasm for the new jerseys was evident, as sales of the ADIZERO jersey were beyond demand. Many stores had backorder issues, and the dark-colored home jersey version was particularly sought after. The white road jersey version would be available soon, adding variety to NHL merchandise. The lightweight and breathable nature of the ADIZERO jersey, coupled with its superior quality, made it a popular choice among fans.

As the NHL and Adidas continue this partnership, the focus remains on delivering high-quality, innovative products that resonate with fans and enhance the NHL's brand identity. The long-term impact of this decision will likely shape the future of hockey attire and fan engagement in ways that fans and stakeholders alike will continue to watch with interest.