adidas Canada has signed Toronto Maple Leafs rookie Gavin McKenna to a multi-year partnership, adding the first overall pick in the 2026 NHL Entry Draft to its roster of sponsored athletes.
The deal will see McKenna featured in upcoming adidas campaigns in Canada, including the company’s You Got This brand campaign, according to an announcement released Wednesday.
Rookie’s rise to NHL
McKenna, who grew up in Whitehorse, Yukon, is a citizen of the Trʼondëk Hwëchʼin First Nation. He made his debut in the Western Hockey League at age 14 with the Medicine Hat Tigers before moving on to play for Penn State.
After three seasons with the Tigers from 2022 to 2025, McKenna led the Canadian Hockey League in scoring with 129 points during the 2024-25 season. He subsequently recorded 51 points in 35 games during his season at Penn State, establishing himself as the consensus top prospect ahead of the 2026 NHL Entry Draft.
The Toronto Maple Leafs selected McKenna first overall on June 26. He made his NHL debut with the team in September at age 18 and had six points through his first 10 games of the 2026-27 season, according to adidas Canada.
“Gavin McKenna is one of the most exciting players to enter the NHL in years,” said Kelly Graham, head of marketing at adidas Canada. “He is a fantastic athlete, who brings amazing creativity and skill to the ice. He also serves as an inspiration to so many kids across Canada and we’re so proud to welcome him to the adidas family.”
Multi-year marketing partnership
The agreement adds McKenna to adidas Canada’s athlete partnerships and will include appearances in campaigns aimed at the Canadian market. The company did not disclose the financial terms of the multi-year deal in its announcement.
McKenna said the partnership follows a year of significant milestones in his hockey career, including his move from college hockey to the NHL.
“The past year has been a series of dreams coming true,” McKenna said. “It’s an honour to join the adidas brand and become a part of this family, alongside some of the best athletes from across the world.”
The partnership comes as McKenna begins his NHL career with Toronto after progressing through junior and college hockey. His performance in the Canadian Hockey League and at Penn State helped establish his standing ahead of the draft, where the Maple Leafs made him the first selection.
adidas Canada said McKenna will appear in upcoming Canadian campaigns, including You Got This, as part of the agreement.
adidas is headquartered in Herzogenaurach, Germany, and employs about 65,000 people worldwide. The company reported sales of €24.8 billion in 2025, according to the release.
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