The move may first be seen in the NHL where, sources said, Adidas has recently asked the NHL for permission to replace Reebok as its official uniform supplier with its brand.
In fact, in locker rooms during this week’s NHL Stadium Series games at Yankee Stadium, the cold-weather gear handed out to players for the Rangers, Islanders and Devils was Adidas brand — not Reebok.
The NHL told players to cover up the Adidas logo — including those on T-shirts and underwear — when the media is in their locker rooms, because the NHL has not approved a supplier change, two sources close to the situation said.
Reebok’s exclusive contract with the NHL expires after the 2016-17 season, a source said, although a change could occur sooner.
An Adidas spokeswoman, in a statement, said that “there are no plans to change on-ice branding with the NHL at this time.”
Adidas bought Reebok in 2005 for $3.8 billion — but Reebok has been disappointing recently.
CBC Sports reported earlier this month that Adidas was considering asking the NHL if it could make the switch.
“Reebok is shrinking to a woman’s fitness brand,” the source said. “Don’t be surprised if Adidas sells Reebok to [brand collector] Iconix in five years.”
Removing Reebok from the athletic sportswear space represents a dramatic fall.
Nonetheless, Denver Broncos quarterback Peyton Manning and his brother, Eli, still endorse the brand.
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By Josh Kosman and Larry Brooks
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