Adidas Launching Unique-to-Canada Store Expansion
March 13, 2017
German athletic and fashion brand Adidas is launching a uniquely Canadian store expansion that will include new ‘experiential’ locations, renovated and repositioned existing stores, as well as a new focus on hockey-related uniforms and team gear in selected locations. Adidas has partnered with the National Hockey League (NHL) for a period of seven years and beginning with the 2017-18 season, Adidas will become the official outfitter of the NHL’s on-ice uniforms, as well as the official supplier of licensed apparel and headwear.
John Summers, Vice President of 'direct to consumer’ for Adidas Canada, explained that Adidas has three types of stores in Canada — 'sport performance' branded stores, outlets, and fashion stores. The company’s outlet stores have seen tremendous growth over the past several years, prompting the company to further expand and refocus its sport performance-branded stores in Canada’s largest cities, as well as its fashion stores which operate under the Adidas Originals nameplate.
The company’s sport performance-branded stores are located in Toronto (10 Dundas St. East), Vancouver (860 Granville Street, currently focused on running) and in Oshawa ON (at Oshawa Centre, which opened in October of 2016). Mr. Summers explained that the company’s sport performance stores will see a new focus geared towards hockey, with a considerable amount of product catering to both on and off-ice training, coming into stores this summer. Adidas’ Canadian operations will continue to see a considerable focus on hockey as part of its ongoing NHL partnership.
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