adidas Canada Announces Dual Partnerships with Montreal Canadiens and Star Winger Cole Caufield
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TORONTO, Oct. 20, 2026 /CNW/ -- adidas Canada announced today that it has entered into a partnership with the Montreal Canadiens hockey club, making the brand the Official Athletic Apparel and Athletic Footwear Partner of the NHL's oldest and most storied franchise. The brand is also thrilled to welcome Canadiens' winger, Cole Caufield, to the adidas Canada family as a brand ambassador, with a multi-year partnership.
Founded in 1909, the Canadiens have been the gold standard for NHL success both on and off the ice, winning a record 24 Stanley Cup Championships led by some of the greatest players in the sport's history, while embracing a deep connection to Montreal's community and culture.
"The Canadiens are woven into the fabric of Montreal and NHL history and are recognized by fans around the world as one of the most iconic teams in all of sport," said Kelly Graham, Head of Marketing, adidas Canada. "This partnership marks an exciting step in our commitment to sport in Canada and the connection adidas has to the hockey community. Our global brand campaign, You Got This, is rooted in self-belief, embracing a positive mindset and the joy of the game. We're thrilled to bring this message to life with these partnerships."
Caufield enters his sixth full NHL season this fall having announced his arrival last season by exploding for 51 goals, the league's second-highest total, while helping lead the Canadiens to the Eastern Conference Finals, establishing himself as one of the league's premier goal scorers.
Caufield, 25, was born in Stevens Point, Wisconsin and selected 15th overall by the Canadiens in the 2019 NHL Draft. He played collegiate hockey at the University of Wisconsin, where he won the Hobey Baker Award as college hockey's top player in 2021. In 2026, in addition to his 51 goals, he also won the Lady Byng Memorial Trophy as the NHL's most gentlemanly player, an honour that meshes perfectly with the storied history of the Canadiens.
As a brand ambassador, Caufield will embody the hard work, passion and dedication to the team that he and the Canadiens are known for over the course of his multi-year deal with adidas.
"Joining the adidas family is a lot like being drafted by the Canadiens," Cole Caufield said. "You know you're joining a group that stands for a commitment to excellence, and that putting on the logo signifies something bigger to athletes and kids playing sports around the world. I'm really excited to become a part of that legacy."
Caufield will be featured in upcoming adidas campaigns in Canada, while the Canadiens partnership will feature adidas branding within the Bell Centre, including on-ice, rinkside boards and player tunnel, and will leverage adidas' You Got This brand campaign within the Montreal Canadiens ecosystem.
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SOURCE adidas Canada
Media contact: Leah Nicholls, [email protected]
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