Hockey Dealers Association

Penguins' Star Sidney CrosbyADIDAS LANDS PENGUINS' STAR SIDNEY CROSBY

(TSN, August 17, 2015) - Adidas announced a multi-year partnership with NHL star and captain of the Pittsburgh Penguins, Sidney Crosby, in October. A Stanley Cup winner, World Championships Gold Medalist and two-time Olympic Gold Medalist, Crosby joins adidas to collaborate on apparel and equipment design and development. The Penguins center will also take a leading role in adidas marketing.

"Since I started playing hockey I have had a passion for the sport. I am excited to have the opportunity to collaborate with adidas and have an influence on products that matter to hockey players and all athletes in their training and preparation," Crosby said. "Adidas and I share the same drive to be the best at what we do. It's an exciting time to be a part of the energy the brand has and the future of the sport."

Known for his intuitive scoring ability, Crosby notched his 800th career point last season, becoming the sixth-fastest player in NHL history to reach 800 points. Along the way, Crosby has taken home the Art Ross Trophy (leading scorer) twice, made eight Stanley Cup playoff appearances and been named an NHL All-Star five times.

In addition to playing a key role in future hockey product creation and in marketing campaigns, Crosby will represent adidas at major international sporting events and brand initiatives around the world. Last month, adidas announced its new partnership with the NHL and NHLPA to be the official outfitter of all on-ice uniforms and licensed apparel and headwear, set to begin with the 2017-18 season. Additionally, adidas will become the official outfitter of the 2016 World Cup of Hockey.