The National Hockey League Players’ Association (NHLPA) announced new five-year apparel agreements, highlighted by the continuation of its partnership with Reebok. In addition, the NHLPA said it is expanding its roster of apparel licensees to include Old Time Hockey, Knights Apparel, and Elmau & Associates.
“We are very excited to continue our partnership with Reebok while bringing on board new NHLPA licensees Old Time Hockey, Knights Apparel, and Elmau & Associates, all of which will enhance player licensed product offerings for hockey fans,” said Adam Larry, NHLPA Director of Licensing and Associate Counsel. “Reebok has done a great job supporting our player apparel program over the years and we’re pleased they will continue to produce quality apparel featuring NHL players. Our new partners will enhance the NHL player apparel offerings in strategic areas, thus enabling the NHLPA to meet the growing demand for player apparel.”
The new player apparel agreement with Reebok, which commences on July 1, 2011, sees Reebok maintain exclusive rights to produce the highly coveted jersey replica name and number t-shirts, as well as t-shirts containing full team rosters of NHL players. Reebok will also have non-exclusive rights to produce all other apparel featuring NHL players together with their team logos for distribution through all sales channels worldwide.
“We are excited to continue our partnership with the NHLPA,” said Keith Leach, Director of NHL Merchandising for Reebok. “This agreement compliments our position as the authentic outfitter of the National Hockey League and allows fans to continue to support and connect with their favorite NHL players.”
Old Time Hockey will offer player apparel together with their team logos through all non-mass channel outlets worldwide, while Knights Apparel will produce player apparel together with their team logos for distribution in the United States through mass channel retail outlets. Elmau & Associates has been granted rights to produce player-only apparel for distribution through certain retail outlets in Canada.
“As the leading provider of NHL licensed lifestyle apparel, Old Time Hockey is proud to partner with the NHLPA,” said Bob Magnuson, President of Old Time Hockey. “We will offer hockey fans entirely new styles, silhouettes and applications featuring NHL players to compliment the NHL player apparel currently in the market place, allowing the fan and retailer more options than ever before.”
Joe Bozich, Chief Executive Officer of Knights Apparel, also commented on the new agreement, “Knights Apparel has built its business by providing its brands and retailer partners with the best in class product design, quality, value and service, and we are very excited to bring our brand management capabilities to the NHLPA.”
“We are very excited to bring this entirely new concept of NHLPA product into the Canadian market,” said Nathan Saleh President, Elmau & Associates.
