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Closing Bell

Adidas, NHL Kick Off "What If Hockey" Ad Campaign For New Season

Adidas and the NHL today unveiled a new ad campaign titled "What if Hockey ..." which begins running today in the U.S. and Canada on Sportsnet.ca, ESPN.com and other outlets. A new 30-second spot features Oilers C Connor McDavid, Sharks D Brent Burns and Stars C Tyler Seguin. Burns is making his debut in Adidas activation after signing a multiyear partnership with the brand. He will take a leading role in upcoming marketing initiatives, while collaborating on future Adidas Hockey apparel and accessories (Adidas).

Meanwhile, Warrior Hockey and New Balance have signed Bruins LW Brad Marchand to a multiyear endorsement deal. Warrior will be Marchand's "official on-ice equipment provider," while parent company New Balance will "provide his off-ice footwear and apparel" (BIZJOURNALS.com, 10/4).

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