The National Hockey League (NHL) named adidas, Herzogenaurach, Germany, its official on-ice uniform outfitter and the official supplier of licensed headwear and apparel in a seven-year deal that starts with the 2017-18 season.

The National Hockey League Players’ Association (NHLPA), NHL and adidas also announced a partnership for the 2016 World Cup of Hockey in which adidas will become the exclusive jersey supplier for the eight-team tournament.

“As an iconic performance brand with global reach, adidas is the perfect partner for us,” says NHL Commissioner Gary Bettman. “With the World Cup of Hockey next year and the launch of our new partnership coinciding with our Centennial Celebration in 2017, there could not be a more appropriate time for us take our longstanding relationship to new heights.”

Recently, adidas has made a concerted effort to become more relevant in the United States by increasing its presence in key sports, with mega deals going to the NBA’s James Harden and the NFL’s Aaron Rodgers, to name a few.

“This partnership with the NHL is evidence of our comprehensive commitment to the athlete,” says Mark King, adidas Group North America president. “Adding the league to our growing icon portfolio — which includes premier athletes and U.S. league partnerships across football, basketball and baseball — is just the start for us. Everything we do at adidas focuses on making athletes faster and we’re ready to bring that attitude to the ice.”

For more information, visit adidas.com. — J.B.