Adidas Signs NHL Star Sidney Crosby

Adidas is welcoming yet another athlete to its roster: NHL star Sidney Crosby. The brand announced the multiyear partnership with the Canadian yesterday, on the heels of last month’s announcement that Adidas will be the league’s official provider of all on-ice uniforms, licensed apparel and headwear starting with the 2017-18 season. Adidas will also be the official outfitter of the 2016 World Cup of Hockey. Currently, Reebok is the provider of NHL uniforms.

The Pittsburgh Penguins center will collaborate with Adidas on apparel and equipment design and development, as well as taking part in international events and brand initiatives.

“I am excited to have the opportunity to collaborate with Adidas and have an influence on products that matter to hockey players and all athletes in their training and preparation,” Crosby said in a statement. “Adidas and I share the same drive to be the best at what we do. It’s an exciting time to be a part of the energy the brand has and the future of the sport.”

Adidas will not be making ice skates, but it’s likely that Crosby will wear Adidas for off-the-ice events.

“[Sidney is] a leader on the ice and a fan favorite. He also happens to be a really great guy,” said Adidas Group North America President Mark King. “When athletes like that want to join your brand, it means something.”

Crosby joins the likes of James Harden, John Wall, Damian Lillard, Derrick Rose, Lionel Messi and more as an ambassador for Adidas. When Harden’s $200 million deal with the brand went into effect last week, Adidas delivered a truckload of sneakers to Harden’s home.