NHL Launches Multiyear US Training Shoe Partnership with Nobull

The National Hockey League (NHL) has entered into a multiyear partnership with Boston-based athletic footwear brand Nobull, naming it the league's Official Training Shoe across all 32 NHL clubs in the United States. Nobull will provide training footwear to players, coaches, and staff, aligning with the NHL's focus on the demanding training regimens of modern hockey players who require durable, performance-oriented shoes. This partnership includes exclusive marketing rights, cross-platform content collaboration, and brand activations at major NHL events such as the Winter Classic and Stadium Series, along with prominent broadcast exposure during Stanley Cup Playoffs and Finals. Nobull's owner, Mike Repole, emphasized the shared values of grit, resilience, and toughness that connect the brand with hockey culture, highlighting the brand's reputation among fitness enthusiasts and athletes like Tom Brady. NHL executives view the partnership as rooted in shared values and a pursuit of excellence, aiming to enhance fan engagement through impactful content and experiences. Overall, the deal reflects both organizations' strategies to strengthen their brand presence and connect with fitness-conscious consumers beyond traditional hockey audiences.