CFL.ca
The Canadian Football League’s partnership with adidas means not only new uniforms for teams and players, but also fresh threads for passionate followers of the three-down game.
When the CFL presented a plan around branding and who the league wanted to reach, it really aligned with adidas’ strategy. The targeted person that the CFL is going after – the millennial – forms the same group that adidas wants wearing its gear.
“There’s a great synergy where adidas and the CFL are going,” Chris Pittman, adidas product line manager, says.
Influential figures like Andrew Wiggins, Connor McDavid, Aaron Rodgers, Simoni Lawrence, Kris Bryant and Lionel Messi are all with adidas.
“We’re going after that aspirational athlete,” adds Jeff McDonell, adidas director of sports marketing.
Lots of big-time NCAA football programs rep the adidas brand: Miami, Louisville, Mississippi State, Nebraska, Texas A&M and UCLA. That allows adidas to tap into the technology being developed in the United States and bring better products to market for the CFL.
“Under Reebok the CFL was the only football element of Reebok,” Pittman says. “It was really in Canada and one small segment was making football product. adidas is that authentic football brand.”
There will be everything from sideline apparel, t-shirts, pants, hoodies, jackets, head wear and winter gear with CFL and team logos on it. Even CFL-styled adidas Originals clothes will be available this season.
“adidas is at a very high point with the lifestyle wear and is reaching that younger consumer,” Pittman says.
The goal for adidas is to get kids wearing their brand at a young age and carry that on through high school, university and now the CFL.
The CFL and adidas launched the full 2016 collection back on May 12, including new home and away uniforms for all nine CFL teams along with sideline apparel and a fan-friendly adidas Originals clothing line.
All of the new gear is available on CFLShop.ca.
