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Press Release

NHL, adidas unveil 'What if Hockey …' campaign

Celebrates creativity in hockey, start of 2017-18 season

by NHL Public Relations @PR_NHL

PORTLAND, Ore. / NEW YORK, N.Y. - Celebrating creativity in hockey and the start of the 2017-18 NHL season, adidas and the National Hockey League (NHL®) today unveiled a new campaign titled "What if Hockey…" Some athletes evoke emotions, some tap into imagination, some challenge the status quo, and with each opportunity to create, these athletes are changing the game.

In a new :30 spot featuring Connor McDavid of the Edmonton Oilers, Brent Burns of the San Jose Sharks, and Tyler Seguin of the Dallas Stars, adidas and the NHL celebrate the start to the 2017-18 NHL season through the lens of creativity. Highlighted by some of the sport's most dynamic players in the game, the campaign showcases how embracing creativity can influence and redefine a sport by simply asking "What if…?"

Watch What if Hockey ... on Youtube

Beginning on October 4, in tandem with the start of the 2017-18 NHL season, "What if Hockey…" will be featured in Canada and the U.S., premiering on numerous media outlets including, and will run through the end of the month. Additionally, an exclusive :15 version of the spot will be tagged to include Dicks Sporting Goods and will run in stores and on their digital and social channels.

Upon signing a multi-year partnership with adidas, Brent Burns of the San Jose Sharks, the 2016-17 James Norris Memorial Trophy Winner awarded to the NHL's best defenseman, makes his debut in an adidas campaign and will take a leading role in upcoming adidas brand marketing initiatives, along with collaborating on future adidas Hockey apparel and accessories.

"adidas is the brand for creators and with my unique style on and off the ice, I felt that partnering with the brand was a natural fit," said Burns. "adidas has a ton of momentum and I just knew that I had to be a part of this energy and a member of the adidas family." 

Check out the new spot beginning on October 4 and join the conversation on Twitter and Instagram via @adidasHockey and @NHL. For more info, visit and

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