Every brand has a story. Ours? It started in 2018 with three hockey players and childhood friends. A creative company owner, an engineer who played international hockey, and an accountant. Three guys who loved hockey, who grew up playing it, and who knew it had shaped who they were.
We were inspired by brands like Patagonia - brands with purpose. We loved high-end products, minimalism, and the idea that quality wasn’t just important - it was everything. We also believed that looking good played a huge role in confidence, which in turn impacted performance on the pitch.
But here’s the thing: despite playing hockey all our lives, we never truly connected with any of the existing brands. They all felt like product companies - no philosophy, no deeper meaning, just selling for the sake of selling. No bigger vision. No soul.
With one of us working in branding, we saw an opportunity to do something different. To create a real brand not just another stick company. Something premium, something designed with intention, something that hockey players could actually connect with.
We figured we’d sell a few sticks, go to a few tournaments, have some fun, and that would be that. We thought our audience would be players our age, at the later stages of their careers. We were completely wrong.
Where the Name "Naked" Comes From
Minimalism in design was a huge influence, but the name "Naked" went deeper. It was about stripping back the unnecessary. Less is more. To "live life naked" is to be focused, to be present, to perform at your best without distraction.
And while we’re not exactly Apple, we did start in a garage.
Building the Brand
We started by shaping our philosophy, refining the name, and designing the product. We searched for the best factories that would work with smaller production runs. We handed out sticks to friends and teammates. We put the brand online and started sharing our vision.
That’s when things took off.
The Unexpected Audience
We quickly gained followers - way more than expected. But the biggest surprise? Young players were the ones gravitating towards the brand.
They weren’t just looking for a stick or shin pads. They wanted to belong to something bigger. For many of them, hockey wasn’t just a sport - it was their identity. And they wanted a brand that reflected that.
A Black Friday That Changed Everything
Our first Black Friday was chaos. We were packing orders non-stop, printing shipping labels, and making multiple trips to different post offices because our local one couldn’t handle the volume.
But that success meant we could take things to the next level. We approached the premier hockey manufacturer in the world - and even though our order volumes were still relatively low, they loved our brand and our commitment. They agreed to produce for us. A game-changing moment.
The General Manager Who Took a Pay Cut to Join Us
We posted a job on LinkedIn for a General Manager. One applicant stood out - a guy with an insane résumé, having worked with some of the biggest global brands.
We told him the role was way below his pay grade. His response? "I love hockey, and I love your brand. I'm in."
He took a massive pay cut to be part of Naked Hockey. And ever since, he’s been instrumental in everything we do. If you've ever sent us an email and got incredible customer service, he’s the guy behind it.
The Instagram DM That Changed Everything
It was summer 2020. We sent a cheeky DM to Felix Denayer, the captain of the world’s best team - the Red Lions.
"We think you should get Naked."
His reply? "Interesting. Tell me more."
That conversation led to a sponsorship deal, but Felix wasn’t just another ambassador. He understood branding, marketing, and business like no other athlete. He didn’t want a standard deal - he wanted to do things differently.
So, he became an equal shareholder.
Bringing in Investors with More Than Just Money
As we gained momentum, investors took notice. But we weren’t looking for just money. We wanted investors who brought real experience.
We found three. Their backgrounds? Decades of experience in business and the sports product industry. They’ve helped us take Naked Hockey to the next level.
Where We Are Now
Today, we have global distributors in every hockey market. We’re stocked in major hockey stores. Our online business is thriving.
We’ve expanded beyond sticks into teamwear - and there’s a huge deal announcement coming soon.
But at the heart of everything? It’s still about the people.
We started Naked Hockey with a simple belief: great people, great philosophy, and great products can create something truly special.
We never expected it to grow like this.
And we’re just getting started. 🚀