NHL Partners With Nobull in Multiyear Deal
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Key Facts
- Nobull named the official training shoe of the NHL in a multiyear agreement.
- Partnership emphasizes discipline, toughness, and off-ice training culture.
- Players and staff from all 32 teams will wear Nobull footwear during training.
The National Hockey League has announced a new multiyear partnership with athletic brand Nobull, naming it the league’s official training shoe. The collaboration connects two brands built on resilience and hard work, aligning Nobull’s training ethos with hockey’s reputation for toughness and endurance.
Nobull’s majority owner Mike Repole—also behind the sports drink BodyArmor—described the alliance as a “perfect match,” citing both brands’ commitment to grit and performance. The deal will give Nobull exposure across all NHL broadcasts, including the Stanley Cup Playoffs, and expand the company’s reach into key hockey markets across the U.S. and Canada.
Through this partnership, Nobull will supply players, coaches, and staff across all 32 teams with footwear while collaborating with the NHL on branded content and training activations. The agreement further underscores the growing connection between sports culture and high-performance lifestyle brands.
