About NOBAD
Beyond
The Game
Where the best parts of hockey live.
Why We Started
Every brand in hockey looked the same. Old school, clunky, built for the rink and nothing past it.
Meanwhile golf had Malbon. Running had Bandit. Brands that made you want to be part of the sport even if you never played it. Founder-led, lifestyle-first, actually cool.
Nothing like that existed for hockey. So we built it.
The Story
What does NOBAD mean?
I got cut from my D1 team after my sophomore year. Walked into the meeting with no worries and walked out without a spot. I broke down in front of my coaches. I loved it there and I was not ready to leave.
That was the worst day. It was also the one that created everything after it.
I transferred, started a YouTube channel, went against the hockey player mold and got chirped for all of it. I did it anyway. That decision led to The Hockey Guys, a million followers, brand deals as a college athlete, and eventually this.
Looking back, I am grateful for the day that broke me. That is what NOBAD means. Bad things are going to happen. Your mindset decides what they turn into. The next opportunity is always there if you keep moving.
Lawson, Founder
What We Believe
Beyond The Game is the whole idea. Hockey is bigger than the scoreboard. The game matters, but the best parts of it do not stop at the ice. They live in the people, the culture, the style, and who you become because of it.
That belief runs against where hockey usually pushes you. On the ice it says you are only as good as your last shift. Off the ice it puts everyone in the same hoodie and the same look. NOBAD is the rebellion against both.
One bad day does not decide your outcome. And you do not have to disappear into the same hockey uniform to belong. You lead with who you are. Hockey is just the world you came from.
Impact first. Hockey second.
What We Make
Hockey streetwear built for everything off the ice. Hats, hoodies, and pieces designed the way real streetwear is designed, not blanks with a logo slapped on.
If a non-hockey person sees it and says "that's clean, what brand is that," and a hockey player sees it and says "this was made for me," we did our job.
"NOBAD exists to grow hockey beyond the game. Something for the people who already love the sport, and for the people we hope will love it next."