adidas Canada has signed a partnership with the Montreal Canadiens to become the NHL club’s official athletic apparel and athletic footwear partner, while also signing winger Cole Caufield to a multi-year brand ambassador deal.
The agreements will give the sportswear company a presence at the Canadiens’ home arena, Montreal’s Bell Centre, and feature Caufield in upcoming adidas marketing campaigns in Canada.
The partnerships will also incorporate the company’s global You Got This brand campaign into the Canadiens’ activities.
“The Canadiens are woven into the fabric of Montreal and NHL history and are recognized by fans around the world as one of the most iconic teams in all of sport,” said Kelly Graham, head of marketing at adidas Canada. “This partnership marks an exciting step in our commitment to sport in Canada and the connection adidas has to the hockey community. Our global brand campaign, You Got This, is rooted in self-belief, embracing a positive mindset and the joy of the game. We’re thrilled to bring this message to life with these partnerships.”
adidas expands its presence in Canadian hockey
Under the agreement, adidas branding will appear inside the Bell Centre, including on the ice, on rinkside boards and in the player tunnel. The company will also use the You Got This campaign within the Canadiens’ organization.
The apparel and footwear partnership connects adidas with a franchise that has won a record 24 Stanley Cup championships since its founding in 1909. The team has a longstanding connection to Montreal’s community and culture, said the retailer.
The company did not disclose the financial terms of either agreement or provide details on the specific duration of the Canadiens partnership.
The Caufield agreement will see the 25-year-old player represent adidas over a multi-year term, with appearances in the company’s upcoming Canadian campaigns.
Caufield enters his sixth full NHL season this fall after scoring 51 goals last season, the second-highest total in the league. He also helped the Canadiens reach the Eastern Conference finals.
The Wisconsin-born winger was selected 15th overall by Montreal in the 2019 NHL Draft after playing collegiate hockey at the University of Wisconsin. He won the Hobey Baker Award as college hockey’s top player in 2021.
In 2026, Caufield also received the Lady Byng Memorial Trophy, awarded to the NHL’s most gentlemanly player.
adidas said Caufield’s role as an ambassador will reflect the work ethic, passion and commitment to his team associated with the player and the Canadiens.
“Joining the adidas family is a lot like being drafted by the Canadiens,” Caufield said. “You know you’re joining a group that stands for a commitment to excellence, and that putting on the logo signifies something bigger to athletes and kids playing sports around the world. I’m really excited to become a part of that legacy.”
Company looks to connect with hockey fans
The dual partnerships extend adidas Canada’s marketing efforts into professional hockey through both team-level branding and an individual athlete agreement.
The company will draw on the Canadiens’ profile and Caufield’s on-ice performance to support its You Got This campaign in Canada, which focuses on self-belief, a positive mindset and enjoyment of sport.
adidas, headquartered in Herzogenaurach, Germany, employs about 65,000 people worldwide and reported sales of 24.8 billion euros in 2025, it said.
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