Adidas & NHL Parting Ways

At the conclusion of the 2023-24 NHL season the league will be looking for a new uniform partner. It was announced today that Adidas and the NHL will end their partnership (seems like it was put in motion by Adidas) at the end of the 2024 Stanley Cup Finals.

Adidas took over the NHL contract after snagging it from Reebok, who at the time had been the partner with the NHL since 2004-05.

Prior to that teams used different companies for their jerseys. Some used CCM, some Nike, some Koho, etc, but having all of the teams under one manufacturer has been a thing for the league for almost 20 years now.

Who will take over? That remains to be seen, but in this writer's opinion, the Adidas years have been "meh" at best. Their ASG jerseys lacked creativity. The Reverse Retro series was good for the most part. And the Stadium Series and Winter Classics were hit or miss.

There has been no announcement as to who is taking over and the bidding war to take over the contract is probably already ramping up behind the scene. My guess? Get used to seeing a "swoosh" on the front of every NHL jersey starting in the 2024-25 season.

by Mark Parkinson