Bay Street Bull Magazine: Luxury Business and Lifestyle


Adidas to help Raptors super fans Connect with their Team

Adidas, the athletic apparel and footwear company, has announced a new multi-year partnership with the Toronto Raptors as the team's official and exclusive partner. 

The partnership includes elements like in-game fan activations and grassroots basketball programming. In addition, the 'adidas Creators Forum' will be a city-wide lifestyle platform that celebrates the local basketball community through photography, fashion, sport and music.

“The Toronto Raptors are one of the premier teams in the NBA, both on and off the court,” said Stewart Smith, Vice President of Brand for adidas Canada in a press release. “Our partnership with the Raptors reinforces our key-city focus on Toronto as Canada’s cultural hub for basketball and beyond. We are thrilled to be a part of the future of this club, and look forward to creating innovative and exciting activations for our fans in Toronto."

As a key component of the Creators Forum, adidas has retrofitted a gondola suite at Air Canada Centre as the official ‘adidas Creators Lounge’ for all Toronto Raptors events. Throughout the 2017- 2018 NBA season, the suite will dynamically showcase the brand’s campaigns through interactive product displays and unique activations.

The Creators Forum will also provide Toronto influencers with innovative program concepts throughout the city, including special events and by showcasing select creators’ work at locations in and around Air Canada Centre.

“Raptors fans are the best in the league and MLSE is continuously exploring new ways to thank them,” said Jeff Deline, Vice President of Global Partnerships at MLSE. “This partnership with adidas, specifically the inclusion of the Creators Forum, allows us to shine a light on the Toronto basketball community, our fans and their incredible talent as creative individuals. We are excited to involve this group in such a dynamic and unique way.