German sportswear firm Adidas has struck a seven-year partnership with the National Hockey League starting in 2017, taking over from its own Reebok subsidiary, as it seeks to challenge rival Nike in top North American sports.<br />The NHL agreement comes just days after Adidas signed a multi-year partnership with National Football League quarterback Aaron Rodgers of the Green Bay Packers, the current holder of the NFL's most valuable player award.<br />Adidas is increasing marketing spending in North America as it tries to reverse a steady decline in market share, slipping last year into third place in the U.S. market behind Nike and fast-growing Under Armour .
