Two Brands. One Mentality.
Inside the New NOBULL x NHL Partnership
Ice might be their arena. But before the skates hit it – and long before the puck drops – every hockey player trains on solid ground. The gym is where the real work happens. The reps. The sweat. The grind that no one sees.
That's where NOBULL lives. And that's why this partnership exists.
NOBULL is now the Official Training Shoe of the NHL. A new hockey league partnership built on shared values: discipline, resilience, and respect. Two brands that believe in the hard work that no one watches. Because that's what separates the good from the great.
Hockey Players Don't Just Train on Ice
Hockey is one of the most demanding sports in the world. Explosive strength, endurance, balance, grit – it takes all of it. But nothing on ice happens by accident. Every goal starts with hours outside the arena.
That's where training shoes for hockey come in. Not for the rink, but for the weight room, the hill sprints, the 6 AM grind sessions. And the right gear matters. It's what connects intention to execution.
"Hockey is grit, resilience, and an unwavering will to compete. The NOBULL mentality is built on that same foundation – being stronger every day, both mentally and physically."
– Mike Repole, NOBULL Owner
Built on the Same Mentality
We don't chase trends. We chase progress. The NHL gets that.
Every player, every coach, and every team knows the truth: performance doesn't start on game day. It starts with the work. Training that builds stronger legs, arms, and minds.
That's what this partnership honors. The unseen hours. The early mornings. The cold rinks and empty gyms.
We'll be there for all 32 clubs – providing training footwear built for athletes who give everything, even when no one's watching.
Hugs for the Team. Kicks for the Work.
Every team has a code. Ours is simple: Hugs and Kicks.
It's the balance between pushing and protecting. Between hard truth and helping hand. Because you can't have tough love without the love part.
The NHL has always embodied that duality. The hardest hits followed by the highest respect. Teammates and rivals who battle all season – then shake hands at the end of a fight well fought.
We see the effort. We honor the grind. We tell the truth. And we stay human through all of it. That's the mentality that builds stronger athletes – and better teams.
That's Hugs and Kicks. That's what we believe in.
From the Weight Room to the NHL Winter Classic
This isn't about stamping our logo. It's about planting our mindset.
Fans will see NOBULL at NHL events like the NHL Winter Classic® and NHL Stadium Series™, but the real story lives behind the boards – where players train, recover, and rebuild.
That's our space. The one where athletes push their limits and still look out for the person next to them. Where the real work happens.
Community That Trains Hard and Stays Human
This partnership isn't just for the pros. It's about nurturing the mentality that fuels every athlete who shows up, whether it's to chase the Stanley Cup or dominate a rec league.
NOBULL stands for everyone who trains with discipline, lives with respect, and competes with heart. The NHL does too.
That's what connects us. The work before the win. The grind before the glory.
The NOBULL Mentality Meets the NHL
So yeah, you'll see NOBULL on boards and screens. But the real connection runs deeper.
Our official footwear partnership with the NHL celebrates the mentality it takes to do hard things – on the ice, off the ice, and everywhere in between.
Because the truth is simple: Hockey players train hard. We build for that.
NOBULL x NHL. Two brands. One mentality. Nothing but Hugs and Kicks.
