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Release: New Olympic collection unveiled at Sports Experts

November 6, 2013

New line of clothing and footwear specially designed by adidas for high performance training
Including new adidas training shoe that will be part of the Canadian Olympic Team’s podium uniform
Available tomorrow at Sports Experts locations throughout Quebec
MONTREAL, QC – Sports Experts, the Official Sports Store of Canada’s Olympic Team, today unveiled the first-ever adidas Canadian Olympic Team High Performance Collection of apparel and footwear.The Olympic-branded collection includes a Primaloft jacket and vest, Techfit short and long sleeve tops, a hoody as well socks, headbands, caps and mitts. By incorporating adidas technologies such as Climalite, Climawarm and Techfit, the clothes optimize the athlete’s performance by improving muscle efficiency, increasing moisture-control and providing insulation in colder temperatures.Included in the collection is the all-new ‘Adipure Crazy Quick’ running shoe that Canadian Olympians will be wearing on the podium at the Sochi 2014 Winter Olympic Games.

Sports Experts, adidas and the Canadian Olympic Team announced the ground-breaking partnership several months ago. Today is the first time that the collection is unveiled to the public and Canada’s Olympic Team.

The new adidas high performance line is truly designed for athletes of all skill levels. “This is the most accessible high performance line of Olympic clothing that Canadians have ever seen,” said Michael Medline, President of Canadian Tire Sports and Sports Experts. “We are so proud to partner with adidas and the Canadian Olympic Team to provide performance apparel to our Olympians and bring this entire collection to Canadians and athletes at Sports Experts and Sport Chek locations across the country.”

“We are thrilled to launch the adidas Canadian Olympic Team High Performance Collection today with our partners – the Canadian Olympic Committee and Sports Experts,” said Jim Gabel, President of adidas Group Canada. “In the lead-up to Sochi 2014 Olympic Winter Games, we are proud to provide Canadian athletes of all skill levels with apparel and footwear that will enhance their performance.”

“This clothing was designed specifically to inspire all athletes with performance apparel whether they are training for the Games, competing locally or cheering from hometowns across Canada,” said Marcel Aubut, President of the Canadian Olympic Committee. “Arming our athletes with the best possible training attire is paramount to achieving athletic success, and it is great to see this high level of support for sport in our country.”

Five of Canada’s Olympic hopefuls including Érik Guay, Charles Hamelin, Kaillie Humphries, Jon Montgomery and Maëlle Ricker are part of Sports Experts’ marketing campaign to celebrate the Collection.

About FGL Sports: 
FGL Sports Ltd. is Canada’s largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products and operating more than 400 stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Sports Experts, Atmosphere, National Sports, Intersport, Nevada Bob’s Golf, Hockey Experts, the Tech Shop, Pro-Hockey Life and S3. FGL Sports also has websites for several of its corporate and franchise banners which can be accessed through its main website at adidas Group:
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. adidas Canada is part of the adidas Group and is the largest sporting goods company in Canada with over 1,200 employees in the corporation including brands such as Reebok, TaylorMade and Rockport.About the Canadian Olympic Committee:
The Canadian Olympic Committee leads the achievement of the Canadian Olympic Team’s podium success and advances Olympic values in Canada. Independent and predominantly privately funded, the Canadian Olympic Committee delivers resources that Canada’s elite athletes need to perform at their best and Give Their Everything every day. The backbone of Canada’s Olympic movement, the Canadian Olympic Committee works with National Sport Federations to prepare the Team for the Olympic, Youth Olympic and Pan American Games. By sharing our athletes’ stories, we inspire all Canadians through the power of sport: 24 hours a day, 7 days a week, 365 days a year.


For more information please contact:
Brendon Arnold (For Sport Chek)
Communications Manager
FGL Sports
Tel: 403-831-2381

Carley Tietolman (for Sports Experts)
Account Manager
North Strategic
Tel: 514-825-6333 

Melanie Cammalleri (for adidas)
Category Brand Planner
Adidas Canada
Tel: 416-266-4505

Canadian Olympic Committee Media Office:
Luc Beaudin, Coordinator, Communications and Media Relations
Cell: 514-206-6720

Jane Almeida, Manager, Media Relations
Tel: 416-324-4120 / Cell: 416-540-1788

Dimitri Soudas, Executive Director Communications
Tel: 416-324-4136 / Cell: 289-388-6419

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