Adidas Canada and Canadian Olympic Team Announce Partnership and New High Performance Collection

Sport Chek named as lead retail partner; full high performance collection to be available in all 170 stores. Seven Canadian Olympians receive Sport Chek and adidas sponsorship deals and will be featured in major new marketing campaign this fall to support the collection

TORONTO, June 25, 2013 – Today, adidas Canada and the Canadian Olympic Team announced a four-year partnership agreement making adidas the Official High Performance Apparel and Footwear Supplier for the Canadian Olympic Team. In the fall of 2013, adidas will launch the all-new Canadian Olympic Team High Performance Collection – specifically designed for athletes and Canadians at all levels in Canada to wear during training.

The Canadian Olympic Team High Performance Collection has been designed to equip athletes at all levels with Olympic-quality apparel and footwear. The fabrication enhances muscle efficiency, manages moisture and insulates the body during all types of training sessions. The collection includes compression and workout gear; various outwear layers for outdoor training, including winter jackets, vests, zip-up and pull-over fleeces; long and short-sleeved performance t-shirts, footwear and accessories. The apparel will feature both adidas and Canadian Olympic Committee logos.

Sport Chek has been named as the lead retail partner that will carry the entire line of adidas Canadian Olympic Team High Performance Collection in all 170 Sport Chek stores across the country, launching on November 7, 2013. Sport Chek is a Premier National Partner of the Canadian Olympic Committee and the Official Sports Store of Canada’s Olympic Team. Canadian Tire and Sports Experts, also Premier National Partners of Canada’s Olympic Team, will carry select items from the adidas collection in stores across the country starting on November 30, 2013.

In addition to the high performance collection, Sport Chek and adidas also announced their sponsorship of seven Canadian Olympic hopefuls. Competing in a cross section of Canada’s most popular winter sports, the following athletes will be involved in grassroots events across the country encouraging participation in sport and will be part of a major new marketing campaign this fall called, “What It Takes” (#whatittakes). The campaign celebrates what it takes to become one of the best athletes in the world and will highlight the new adidas Canadian Olympic Team High Performance Collection:

  • Chris Del Bosco – Vancouver 2010 Olympian (Ski Cross)
  • Erik Guay – Two-Time Olympian (Alpine Skiing)
  • Charles Hamelin – Three-Time Olympic Medallist (Short Track Speed Skating)
  • Kaillie Humphries – Vancouver 2010 Olympic Gold Medallist (Bobsleigh)
  • Meaghan Mikkelson – Vancouver 2010 Olympic Gold Medallist (Ice Hockey)
  • Jon Montgomery – Vancouver 2010 Olympic Gold Medallist (Skeleton)
  • Maëlle Ricker – Vancouver 2010 Olympic Gold Medallist (Snowboard Cross)

“We are thrilled to welcome adidas to the Canadian Olympic Family,” said Marcel Aubut, President of the Canadian Olympic Committee. “The adidas brand is synonymous with so many memorable international sporting moments, therefore partnering with seven of Canada’s most accomplished athletes was a natural fit. This is an innovative sponsorship which will go a long way in helping our athletes as they continue to prepare to take on the world. On behalf of the entire Canadian Olympic Family, I want to thank and congratulate adidas for their continued commitment to high performance sport.”

“This partnership with the Canadian Olympic Team is an historic moment for adidas Canada,” said Jim Gabel, President of adidas Canada Group. “Canada has an amazingly rich sports heritage and we look forward to the adidas Canadian Olympic Team High Performance Collection being emblematic of that. As Canadian Olympians train to compete on the world stage and Canadians work toward their own active living goals we are excited to be part of their journey.”

“Sport Chek is the official sports store of the Canadian Olympic Team and brings Canadians the best brands for active and healthy living,” said Michael Medline, President of FGL Sports – the parent company of Sport Chek. “I am very proud that Sport Chek will offer sport enthusiasts the adidas Canadian Olympic Team High Performance Collection as it is one of the most exciting apparel and footwear collections for athletes in training. We know what it takes to succeed, whether that’s a top athlete competing internationally or a new runner signing up for a 5 km race. The team at Sport Chek is dedicated to sport because we believe it has the power to inspire greatness.”

“I am thrilled to have been asked to be one of the athletes involved in the Sport Chek-adidas partnership,” said Meaghan Mikkelson, Vancouver 2010 Gold medallist. “Having already worked with Sport Chek, I can attest to their commitment to sport and inspiring Canadians to get more active. I’m also excited to work with adidas as they have such a fantastic reputation worldwide. This support will go a long way in helping me achieve my Olympic dreams.”

“Today is the start of an exceptional relationship with adidas and Sport Chek and I am so humbled to be joining such an impressive team of Olympians,” said Erik Guay, two-time Olympian. “Initiatives such as these, where sport, business and a commitment to excellence unite, are what ultimately will change the culture of sport in Canada and hopefully will result in more medals for us athletes.”

“The Harper Government applauds continued private sector support for our amazing Canadian athletes as they go for gold in Sochi 2014, Toronto 2015, Rio 2016 and beyond,” said the Honourable Bal Gosal, Minister of State (Sport). “Congratulations to adidas Canada and FLG Sports Inc. for their investment in our athletes and their belief in the power of sport to change lives.”

This historic relationship between the Canadian Olympic Committee, adidas Canada, Sport Chek and Canadian Tire marks the first time a full and dedicated line of high performance Canadian Olympic Team apparel will be made available to aspiring Canadian athletes across the country.

adidas has a long-standing tradition in Olympic sports and is committed to making products that help athletes excel. The Canadian Olympic Team High Performance Collection is specifically designed for athletes to wear during training. The technologies featured in this collection include Climalite, Climawarm, and Techfit.

Climalite is a light breathable fabric that is worn close to the skin to conduct heat and sweat away from the body to keep the athlete cool and dry during warm conditions.

Climawarm is a lightweight, breathable insulation that keeps the athlete dry and comfortable during cold conditions by using densely woven fibres to trap air close to the skin. These same fibres, while dense enough to trap warm air, are also spaced in a manner that allows heat sapping sweat to escape and evaporate thereby enhancing athletic performance.

Techfit is a compression fabrication that reduces muscle oscillation thereby increasing energy efficiency. Techfit garments also employ climalite fabrications to enhance breathability and moisture management.

About adidas Group
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. adidas Canada is part of the adidas Group and is the largest sporting goods company in Canada with over 1,200 employees in the corporation including brands such as Reebok, TaylorMade and Rockport.

About the Canadian Olympic Committee
The Canadian Olympic Committee leads the achievement of the Canadian Olympic Team’s podium success and advances Olympic values in Canada. Independent and predominantly privately funded, the Canadian Olympic Committee delivers resources that Canada’s elite athletes need to perform at their best and Give Their Everything every day. The backbone of Canada’s Olympic movement, the Canadian Olympic Committee works with National Sport Federations to prepare the Team for the Olympic, Youth Olympic and Pan American Games. By sharing our athletes’ stories, we inspire all Canadians through the power of sport: 24 hours a day, 7 days a week, 365 days a year.

About FGL Sports
FGL Sports Ltd. is Canada’s largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products and operating more than 500 stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Sports Experts, Atmosphere, Sport Mart, Athletes World, National Sports, Intersport, Econosports, Nevada Bob’s Golf, Hockey Experts, Fitness Source, and S3. FGL Sports also has websites for several of its corporate and franchise banners which can be accessed through its main website at