Sports Interaction
Promotions
Sports Interaction
Promotions

Adidas Canada signs deal with Canadian Olympic Committee

  • Frank Doyle's Author profile. Frank Doyle

Add Sports Interacton as Your Preferred News Source

The Canadian Olympic Committee (COC) announced Tuesday that has inked a two-year deal with Adidas Canada to be the official supplier of Canada’s apparel and footwear.  The deal which will run through 2016 will have Canadian Olympians dressed in Adidas equipment, along with 11 other countries to date including Team GB, Germany and France.

The gear will be available at Sport Chek stores across the country and in a number of Canadian Tire locations. Adidas and Sport Chek also announced sponsorships for seven exceptional Canadian athletes.  Chris Del Bosco, Erik Guay, Maelle Ricker, Jon Montgomery, Meaghan Mickelson, Kaillie Humphries and Charles Hamelin will now be a featured in an upcoming marketing campaign and will receive financial support from the two companies.

“We wanted to continue to build the brand in ways outside the Games window,” Chris Overholt, CEO of the COC, told reporters. “We announced HBC, RBC in fall of 2011 and since then have had regular announcements with partners, and there will be more to come. In our estimation, there was never a drop off after the 2010 Games – Vancouver gave us an opportunity to take it to an all-new level. We’re currently experiencing a level of endorsements previously not known, even in the run-up to Vancouver. There are more deals of that nature now than there have ever been. Seeing Canadian Tire, Sport Chek, and Adidas step up to support our athletes as they are, quite frankly, I think represents an altogether new chapter in Canadian sport history.”

If nothing else, it has been a busy stretch in terms of COC partnerships and funding. Canada is looking to build upon its success at the Vancouver winter Olympics when the 2014 Olympics begin in Sochi and are hoping this extra support will help them do just that. The COC received a $100-million boost in funding earlier this year and now has significant partnerships with the likes of BMW Group Canada, Bell, Air Canada, Hudson’s Bay Company and General Mills.

This new clothing deal between Adidas Canada and Sport Chek and Canadian Tire will present the first competition for the Hudson’s Bay Company. Before now, the HBC was the lone provider for Canadian Olympic clothing. Sport Chek will unveil approximately 70 new items for sale on Nov. 7. A handful of those items will be available at select Canadian Tire stores on Nov. 30.