In the world of hockey jerseys, the word Reebok has become synonymous with repulsive to many. But that's not why parent company Adidas may soon swap out the name seen on the back of every NHL sweater.
CBC's Elliotte Friedman included an interesting tidbit in his 30 Thoughts article posted Monday. Specifically, he wrote:
Small business item: Reebok has the rights to make NHL jerseys. Its parent company, Adidas, apparently is considering putting its own name there instead of Reebok. As part of that, we may see an extension of the current contract, which runs through 2016-17.
This isn't totally unexpected. Adidas has been trying to reposition the Reebok brand back to its focus on runners — like it has been historically. From their mission statement:
At Reebok, our innovation focus is on fitness and training, where the priority is creating products that provide a material benefit to the consumer's fitness activities (e.g. flexibility or lightweight).
Hat tip to Matt Johnson for the link.
That said, I would've expected to see Adidas reposition CCM as the big name in hockey — as it has been historically. Plus, this is a brand that still has a very good reputation among folks who appreciate (and buy) hockey jerseys.
Then again, Adidas is a bigger name with better brand recognition — even if people like me associate them solely with soccer. Regardless of any branding changes, I would not expect the Edge uniform system to be replaced anytime soon.