Adding power to the previously unempowered.
It’s no secret that corporate endorsement can bolster athletes and their causes, so it’s no small step that Adidas Canada signed a long-term partnership with Akim Aliu on Wednesday.
The longtime pro hockey player and former NHLer is a co-founder of the Hockey Diversity Alliance and a fierce advocate for equality in sport.
In his role as national brand ambassador for the athletic company, Aliu now has Adidas' support in giving back to the communities and organizations driving a cultural change across Canada.
The partnership provides both a brighter spotlight and a financial boost to a worthy pursuit.
Adidas Canada president Alim Dhanji says Aliu’s dedication in the fight against intolerance since his racist mistreatment in the pros has been “truly inspiring.”
The brand states that its partnership with Aliu reinforces its commitment to fostering “a culture of equality, diversity and shared opportunity” in sport — starting at the youth level.
Aliu, 33, tells Sportsnet that the partnership was born organically, as he and Dhanji formed a relationship more than a year ago.
“As we got talking, we realized we have a lot of the same passions around diversity and inclusion. We spent a lot of time brainstorming around how to make this relationship really impactful on both sport and society,” Aliu explains.
“He’s a man of colour and part of the LGBTQ+ community, so he more than anyone understands oppression. I am obviously active in similar spaces, so it was just a good match.”
Aliu and the Hockey Diversity Alliance already provide hockey free of cost to hundreds of kids from underserved communities. Now, Adidas will be decking those young athletes out in gear.
Aliu and Adidas are also launching a campaign around mental health and a back-to-school backpack giveaway.
“That’s just in the next few weeks, but we have much more planned,” Aliu says.
Earlier this year, Aliu also signed a deal to publish a graphic novel on his battle with racism in hockey.
