The hockey equipment market is a crowded one, with many manufacturers fighting for players’ dollars. As the game has evolved, some brands have dominated the sport while others have come and gone. The venerable Bauer has held a strong lead for years, but it is not the only choice. The likes of Easton, Warrior and Sher-Wood also fight to get the attention of NHL players, as do a number of smaller manufacturers. While there may be some who believe there is a single “best” stick, the truth is that the best equipment brand for any individual depends on his or her preference, style of play and pocketbook.
Founded in 1927, Bauer has long owned a share of the market upward of 50 percent, and that’s not likely to change any time soon. That’s largely because of the company’s consistent product development, which has resulted in a wide variety of sticks designed for different skill levels and positions.
CCM also has a strong presence in the game, although it is somewhat of a newcomer. The manufacturer was a major supplier of NHL players’ gear until 2014, and is still an official licensee, sponsor and on-ice provider for the league. Known for its innovative products, including gloves, pads and helmets, CCM is the choice of players such as Sher-Wood’s Paul Byron and Edmonton’s Connor McDavid.
While it’s true that some players rely on a brand they’ve used since they were kids, other athletes are constantly searching for any edge they can find. That’s why NHL players spend half the season on the road, hopping from city to city, meeting with team equipment managers to inspect and purchase their gear. Equipment reps are accompanied by giant bags full of the latest equipment, which they use to demonstrate the benefits of their products.
In recent years, a handful of smaller manufacturers have emerged, entering the industry in the 2000s and taking advantage of innovation in skate, stick, glove and helmet technology. Warrior, Sher-Wood and TRUE all are relatively new players in the hockey world, but their presence on NHL ice is undeniable.
While most of the bigger players have been around for a century or more, newer companies bring fresh ideas to the game and often push the boundaries on hockey equipment design. For example, TRUE entered the stick market in 2000, but quickly grew in popularity, with top professionals now using their A6.0 SBP and XCORE 9 models. Similarly, Sher-Wood’s Rekker and Project product lines offer different options for players of all skills and preferences, and the brand is the preferred stick of NHL stars such as Paul Byron and Antoine Roussel. The same goes for Warrior, which jumped into the hockey world in 1992 and has since become one of the most popular and respected brands in the game. The company specializes in high-performance, lightweight equipment. It has also received numerous awards for its safety features. In addition, its equipment is made in the United States, providing another level of comfort and durability for players.