Adidas signs marketing deal with Sidney Crosby
Athletic footwear company Adidas has signed a multi-year endorsement agreement with professional hockey player Sidney Crosby, captain of the Pittsburgh Penguins. He will participate in apparel and equipment development, as well as various marketing initiatives and special events.
"There's no one like Sidney in the game," said Adidas Group North America president Mark King. "He's an iconic athlete who transcends his sport and will go down as one of the best ever to play. He's a leader on the ice and a fan favorite. He also happens to be a really great guy. When athletes like that want to join your brand, it means something. Special things are happening at Adidas and we're proud to put Sidney in the center of it."