A new campaign “What If Hockey…” from the National Hockey League and adidas aims to showcase how embracing creativity can influence and redefine a sport.

To kick of the October 4 start of the 2017-18 NHL season, a 30-second spot features Connor McDavid of the Edmonton Oilers, Brent Burns of the San Jose Sharks, and Tyler Seguin of the Dallas Stars as they find inspiration where they least expect it.

“Some athletes evoke emotions, some tap into imagination, some challenge the status quo, and with each opportunity to create, these athletes are changing the game,” according to a joint adidas and NHL press release about the campaign.

“What if Hockey…” will air in Canada and the U.S. on numerous media outlets including Canada’s Sportsnet, and will run through the end of the month. A 15-second version will also reference Dicks Sporting Goods and will play in their stores and on digital and social channels.

The campaign marks the debut of Burns’ multi-year partnership with adidas, in which he’ll have a leading role in the company’s upcoming marketing initiatives including adidas hockey apparel and accessories.

“adidas is the brand for creators and with my unique style on and off the ice, I felt that partnering with the brand was a natural fit,” said Burns in the press release. “adidas has a ton of momentum and I just knew that I had to be a part of this energy and a member of the adidas family.”


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