SBD/November 7, 2013/Marketing and Sponsorship

Canadian Olympic Committee Inks Deal With Adidas, Canadian Tire For In-Store Boutiques

The Canadian Olympic Committee yesterday announced an eight-year agreement with Canadian Tire and adidas "to feature COC-themed boutiques in Sport Chek and Canadian Tire stores," according to Morgan Campbell of the TORONTO STAR. COC CEO Chris Overholt "realizes peddling Olympic gear is always difficult in non-Olympic years, but hopes this new retail deal will keep sales from slowing too dramatically in between Olympic Games." adidas "becomes the first company to reach a deal with the COC to license high-performance products like compression gear, running shoes and hooded sweatshirts." Campbell notes the "move to in-store boutiques comes eight weeks after Canadian Tire announced a similar partnership" with MLSE. adidas signed a four-year deal to stock the boutiques "with COC-licensed high-performance gear, and launched the products" yesterday at Sport Chek’s Eaton Centre location (TORONTO STAR, 11/7).
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