The Big a signed its second major NHL endorsement deal in a month, this time with Penguins captain Sidney Crosby. Crosby, whose contract with CCM-Reebok expired this summer, is the sixth-fastest player in NHL history to reach 800 points. The deal follows last month’s signing of Edmonton Oilers rookie and top NHL draft pick Connor McDavid, and of course the 7-year uniform deal Adidas signed with the NHL in September.

Interestingly, Adidas has positioned both Crosby and McDavid as brand ambassadors under the Adidas banner without even a mention of its CCM-Reebok hockey division. It’s clear that Adidas is committed to ... Log in to view full article.