Our Story

Inspired by Hockey

We are not a hockey brand but a positive lifestyle brand inspired by hockey. NOBAD was founded in 2023 by hockey players who wanted to create something they knew was missing in the sport, which is a brand that makes hockey more approachable, exciting, and fun for a new generation. To achieve this, we focus on what hockey has to offer that can apply not just to the players and hardcore fans but to a new audience. Our mission is to grow the game of Hockey and bring it to new people who wouldn't have found it otherwise.

This is the beginning of a new team, and we welcome you in.