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The top 10 neighbors for adidas Hockey span hockey media, hockey equipment, sports journalists, and craft beer — a mixed cluster with no single subcategory dominating and scores compressed between 0.85 and 0.81.
The shape is flat: NHL Network leads at 0.85, followed closely by journalist Pierre LeBrun at 0.83, Hockey Night in Canada at 0.83, the NHL at 0.83, and Hockey Hall of Fame at 0.83. None of these pulls significantly ahead of the others. The hockey-specific cluster is real — TV channels, a sports league, a TV show, a journalist, and a destination all tied to the sport — but it shares space with EA Sports NHL (0.83), athletes-turned-media figures Bob McKenzie (0.82) and Paul Bissonnette (0.81), The Hockey News (0.81), and CCM Hockey (0.81). CCM and BAUER Hockey — both Sports-subcategory brands — are the only neighbors in the top 10 that share a sports-equipment orientation with adidas Hockey itself; the rest are media properties, a journalist, and athletes-as-media.
Notably, adidas Hockey's subcategory is Footwear, and no other Footwear brand appears in the top 10. The audience is defined almost entirely by hockey fandom and consumption — broadcast, print, gaming, and equipment — rather than by any footwear or broader apparel adjacency.
This flat, hockey-saturated shape indicates an audience that is sport-specific and media-engaged, with little crossover into the wider athletic or fashion spaces one might expect from a footwear brand.
