German athletic and fashion brand Adidas is launching a uniquely Canadian store expansion that will include new ‘experiential’ locations, renovated and repositioned existing stores, as well as a new focus on hockey-related uniforms and team gear in select locations. Adidas has partnered with the National Hockey League (NHL) for a period of seven years and beginning with the 2017-18 season, Adidas will become the official outfitter of the NHL’s on-ice uniforms, as well as the official supplier of licensed apparel and headwear.

John Summers, Vice President of ‘direct to consumer’ for Adidas Canada, explained that Adidas has three types of stores in Canada — ‘sport performance’ branded stores, outlets, and fashion stores. The company’s outlet stores have seen tremendous growth over the past several years, prompting the company to further expand and refocus its sport performance-branded stores in Canada’s largest cities, as well as its fashion stores which operate under the Adidas Originals nameplate…

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