Matthew Knies Signs Major Endorsement Deal With Adidas Canada

Toronto Maple Leafs forward Matthew Knies has made headlines once again, this time off the ice. On March 20, 2025, the 22-year-old Arizona native was officially announced as a brand ambassador for Adidas Canada. This partnership marks a significant achievement in Knies' burgeoning career as he continues to gain recognition for his performance in the NHL.

Knies expressed his enthusiasm about joining Adidas in a press release, stating, "I’ve always admired Adidas’ commitment to their athletes and to now be a part of the family is a real honour. I’m excited to be giving back to the sport and hope I can be a positive influence for the next generation of athletes." Such a sentiment highlights the importance of mentorship and legacy in sports, as many athletes seek to inspire those who come after them.

As he steps into this new role, Knies has solidified his position on the Leafs. In his second full NHL season, he has emerged as one of the team's most vital players, contributing significantly with 24 goals and 20 assists for a total of 44 points across 64 games. His performance has not only helped the Maple Leafs in their quest for success but has also earned him this prestigious partnership with Adidas.

This deal sees Knies participating in Adidas’ You Got This campaign, which celebrates athletes who embody excellence and resilience. He joins other prominent athletes like Anthony Edwards, Trinity Rodman, Lamine Yamal, Aliyah Boston, and Skylar Park. This association with well-known sports figures enhances his visibility in the competitive landscape of professional sports.

Knies filmed an ad for the campaign alongside his brother, Phil, showcasing their dedication to the sport as they opted for additional practice time after an on-ice session. This work ethic has been a focal point for Knies this season, drawing praise from coaches and management alike. Leafs assistant GM Hayley Wickenheiser commented on Knies' development, saying, "Seeing the players develop and mature, a player like Matthew Knies who’s come in and become an impact player for the team… it’s a lot of gratification." Such recognition from a former Olympian highlights the enormous strides Knies has made in recent months.

Knies’ efforts have not gone unnoticed by others within the organization as well. After a solid victory against the Philadelphia Flyers on January 8, 2025, head coach Craig Berube noted, "Very fearless. Goes hard to the net. Skates hard. He is hard to handle. That’s the way I look at it. He challenges defensemen with his speed and skill. He is heavy. He gets in there, and he is hard to handle." Berube's remarks emphasize Knies' aggressive style of play and his ability to adapt under pressure, characteristics that are essential for every aspiring athlete.

The connection between athletes and brands is not new, but it continues to evolve in ways that significantly benefit both parties. By choosing to partner with rising stars like Knies, Adidas not only reinforces its commitment to cultivating new talent but also positions itself in the forefront of the athletic community during a time of immense competition. An endorsement from a professional player adds credibility and excitement to a brand, especially one like Adidas that prides itself on performance.

While the immediate goal of the partnership may revolve around advertising and brand visibility, the potential long-term benefits are likely to permeate deeper for both Knies and Adidas. For Knies, this partnership could serve as a platform to elevate his career, gaining more fans and opportunities within the sports industry. For Adidas, aligning with a passionate and dedicated athlete like Knies reinforces its brand identity and showcases their connection with youth culture around sports.

The implications of Knies’ growing status in the NHL and his partnership with Adidas extend beyond just marketing. They highlight the evolving landscape of athlete representation and the increasing importance of visibility in a highly digital age. As media platforms continue to evolve, partnerships like these present vast opportunities for engagement and connection between athletes, brands, and fans.

As the NHL season progresses and the stakes rise for the Toronto Maple Leafs, fans and sports enthusiasts will be watching closely to see how Knies will leverage this new chapter in his career. His determination and skill on the ice, combined with this brand ambassadorship, promise a bright future filled with potential achievements both on and off the rink.