adidas Group-owned CCM will remain an official on-ice equipment supplier, delivering world-class product for NHL players, including sticks, skates, helmets, gloves and goaltending gear.
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In addition to merchandising rights, the partnership will bring adidas' high performance training footwear and apparel to the locker room for every NHL team.
I take it that CCM will continue to be the brand for the equipment, and adidas won't invest it's brand into that.
I take it that CCM will continue to be the brand for the equipment, and adidas won't invest it's brand into that.
Nope.
They are pushing the Adidas brand because frankly it lost the NBA and NFL deals recently. Frankly CCM brand doesn't make a lot of sense because it's too niche. In it's own field its popular enough to not need the promotion, while outside of it's own niche, there isn't a lot of growth opportunity. I mean, outside of hockey, CCM is non-existent. The same obviously can't be said for Adidas.
I take it that CCM will continue to be the brand for the equipment, and adidas won't invest it's brand into that.
Yeah, if you watch the new McDavid Adidas commercial, he's wearing Adidas gear while working out, but he's in CCM head-to-toe when he's on the ice. If they were going to put the Adidas name on hockey gear, this would be the time to do it.
I assume it will be similar to what they do with golf. They use the TaylorMade brand for clubs, bags, and balls; but shoes and apparel have the Adidas brand.
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Yeah, if you watch the new McDavid Adidas commercial, he's wearing Adidas gear while working out, but he's in CCM head-to-toe when he's on the ice. If they were going to put the Adidas name on hockey gear, this would be the time to do it.
I assume it will be similar to what they do with golf. They use the TaylorMade brand for clubs, bags, and balls; but shoes and apparel have the Adidas brand.
Precisely. Companies pay big money for that established branding, I'm actually excited to see what they do
They are pushing the Adidas brand because frankly it lost the NBA and NFL deals recently. Frankly CCM brand doesn't make a lot of sense because it's too niche. In it's own field its popular enough to not need the promotion, while outside of it's own niche, there isn't a lot of growth opportunity. I mean, outside of hockey, CCM is non-existent. The same obviously can't be said for Adidas.
CCM is a strong brand in the NHL though where Adidas is not. There is more to lose in devaluing CCM than there is to gain from Adidas moving into hockey.
It would be downright silly of them to introduce a competing brand instead of dominating the market.
Not sure if this was quoted in the other thread, but Bettman on jersey ads
Quote:
“We certainly won’t be the first [league]," Bettman went on, echoing his stance on the subject from January. "And you’d have to drag me kicking and screaming.” Meaning it would take a lot, a lot of money.
NHL - Adidas announce deal
