German sportswear manufacturer adidas has signed a multi-year deal to become the Official Athletic Footwear and Apparel brand of the new Premier Lacrosse League (PLL).
As part of the deal, adidas will design and manufacture all official on-field PLL apparel for players. All coaches, athletes and staff will also receive adidas cleats and footwear.
The PLL is set to feature six teams competing in a tour-based mode across 13 US cities. Its debut campaign is scheduled to start on June 1 at Gillette Stadium.
Adidas will also create brand activations at local tent-pole experiences throughout the league’s inaugural season, including on opening weekend, at the All-Star Game and during the League Championship. The company will also host two PLL pop-up events at its flagship stores in Santa Monica and Los Angeles.
Paul Rabil, co-founder and chief strategy officer of the PLL, said: “This is a seismic event in the history of lacrosse. A first-of-its-kind partnership with adidas, the world’s leading apparel brand, will cultivate future generations of players and also provide the latest, most innovative products to PLL athletes.”
Bloomberg reported that Rabil and his brother Michael, the league’s co-founder and chief executive, said the deal is the biggest in the history of professional lacrosse.