Juraj Slafkovsky Appears To Have Parted Ways With Sherwood

It wasn’t even two years ago that Juraj Slafkovsky, the Montreal Canadiens’ 2022 first overall draft pick, appeared to be one of the new faces of Sherwood Hockey. 

In late February 2024, the young Slovak forward stepped onto the ice with his new Sherwood Rekker Legend Pro stick for the first time in an NHL game. The moment didn’t just mark a minor gear change, but rather it sent ripples through the hockey equipment world. For a brand looking to rebuild its presence among the sport’s elite, Sherwood seemed to have landed a major win.

At just 19 years old, Slafkovsky had already become one of the Canadiens’ most intriguing players. His combination of size, skill, and personality made him a natural fit as a brand ambassador. 

Add in the fact that he plays in one of hockey’s most storied markets, Montreal, and it was easy to see why Sherwood’s potential partnership with him drew so much attention. For a company intent on reclaiming its legacy, aligning with a young star in a hockey-obsessed city was a marketing dream.

By the time the 2024–25 season approached, the relationship between Slafkovsky and Sherwood appeared to be official. The Slovak winger expanded his use of the brand, adding Sherwood gloves to his setup. 

It felt like the start of something long-term, the kind of partnership that could grow alongside Slafkovsky’s career. Sherwood, known for its deep roots in hockey history and its more recent efforts to re-establish itself among professionals, seemed poised to re-emerge with a rising star leading the charge.

But that promising partnership may have been short-lived.

This past Summer, as Slafkovsky trained in his hometown of Košice, Slovakia, observant fans and equipment watchers noticed something different. The Canadiens’ winger was seen using what appeared to be Bauer’s new Pulse hockey stick. This was a curious switch that immediately raised eyebrows. 

Still, seasoned hockey equipment followers and insiders were quick to note that such offseason experimentation isn’t unusual. NHL players often test out new gear when they’re away from team facilities. In most cases, it doesn’t necessarily signal a permanent change.

However, as the preseason rolled around, it became clear that this was more than just offseason curiosity. Slafkovsky once again took the ice, this time in full Bauer gear, including the Pulse stick and his familiar Vapor HyperLite gloves. 

That trend continued into the early weeks of the regular season. The once-prominent Sherwood setup had disappeared, replaced by the unmistakable look of Bauer equipment from head to toe.

For Sherwood, this represents an unfortunate, and somewhat surprising turn of events. Having a young, charismatic star like Slafkovsky on board was a huge coup for the brand’s visibility. 

His role in a major hockey market provided invaluable exposure and momentum as Sherwood sought to reassert itself among players dominated by Bauer and CCM. Losing that connection, especially after such a promising start, is undoubtedly a setback.

As for Slafkovsky, the shift seems to mark a renewed trust and commitment to Bauer, a brand he used throughout much of his early career. Whether the door remains open for a Sherwood reunion down the line is uncertain, but at this stage, it appears unlikely. 

Players’ preferences evolve, and in today’s equipment landscape, brand loyalty is fluid.

Still, both parties move forward. Sherwood continues its pursuit of new ambassadors and fresh momentum within the NHL, while Slafkovsky looks to cement his place as a key piece of Montreal’s future.

What began as a potentially long-term partnership ultimately turned into a brief chapter. This is a reminder of how quickly things can change in the ever-evolving world of hockey gear and endorsements.

Photo Credit: Minas Panagiotakis