When the news broke earlier this morning, I was concerned. I thought Adidas wanted out of the big four major sports. But instead, they are tapping back into a market that I didn’t think they would try to get involved in. But the more I think about it, the more it makes sense.
Adidas is leaving the NBA and they know that they still can be a powerhouse in sports. They are huge with soccer and they are very strong in the college sports world. But with hockey being at the bottom of the four major sports — plus their ownership of Reebok — taking over the NHL was an easy choice. All they had to do was beat the competition and they did just that.
So starting with the 2017-18 season, Adidas will be the king of the ice.