Adidas has agreed to a multiyear sponsorship deal with Predators D P.K. Subban, who will be featured in a variety of marketing campaigns and collaborate on the design of future hockey and training products. Subban joins an Adidas roster that includes Penguins C Sidney Crosby, Oilers C Connor McDavid, Stars C Tyler Seguin and Sharks D Brent Burns (Adidas). SI.com's Michael Blinn noted a "big part of the reason Subban chose to partner with adidas" was because he "wants to be known as ... a creator." Subban also joins Rockets G James Harden, Trail Blazers G Damian Lillard and FC Barcelona F Lionel Messi as Adidas endorsers. Blinn: "Make no mistake, Subban sees the common thread." Subban: "They're all creators. Those guys are all guys that have the ability to dominate in their sport, but do it in a unique way. I think they all have a mind of their own, and that's what adidas is. I think just like every other athlete that's with this family right now, you just want the opportunity to be able to create." As far as coming up with ways to grow hockey, Subban "believes it's an off-the-ice endeavor, mentioning the lifestyle part of the game that he feels is a blindspot" for the NHL. Subban: "This has everything to do with continuing to market the game and bring in new fans, and to do that, I think you gotta be able to cross different platforms." He added, "When you look at hip-hop culture and lifestyle branding and all those things, a lot of people would probably say that I resonate with that community, and when you mix that in with hockey, it is interesting. At the same (time), I'm a hybrid because I understand both ends of the spectrum, and I think that's kind of cool" (SI.com, 12/18).
P.K.'S GOOD STUFF: In Nashville, Joe Rexrode in a front-page piece notes Subban's latest community venture involved putting police officers with inner-city kids to "create 41 memorable nights for them to share" in what is called "P.K.'s Blue Line Buddies." Subban is "buying tickets to every home game for a different officer and kid, and their guests." They are "eating a deluxe buffet at the Patron Platinum Club in Bridgestone Arena and then watching the game from really good seats." Rexrode writes people should "see this program" as more than a PR "bump" for Subban and the Predators. Subban: "I’m making an effort to build a bridge. Trying to create positive energy between police officers that leave their houses every day, leave their families every day and don’t know if they’re going to come back, and our underprivileged youth." Subban "wants kids in middle and high schools who have a grasp on current events." The Predators "work with various groups in the city to select them" (Nashville TENNESSEAN, 12/19).
