Sherwood's Big Summer Splash

Just under a year ago, it looked like Sherwood Hockey might be facing an uphill battle in its pursuit of becoming one of hockey's premier equipment brands.

After building impressive momentum by signing young NHL talent like Connor Bedard and Juraj Slafkovsky, the company suddenly found itself dealing with a wave of uncertainty surrounding several of its most recognizable ambassadors.

The biggest blow came when Slafkovsky's time with Sherwood proved to be relatively short-lived. The Montreal Canadiens forward ultimately returned to Bauer, the brand he had previously worn before making the move to Sherwood.

Around that same time, another one of Sherwood's cornerstone athletes, Toronto Maple Leafs star William Nylander, appeared to be flirting with a return to Bauer during training camp and the preseason. For equipment enthusiasts, it certainly felt like Sherwood's roster of NHL talent might be shrinking rather than growing.

Fortunately for the company, Nylander's rumored switch never became a reality. Once the regular season got underway, he continued using Sherwood sticks and gloves on a nightly basis, giving the brand an important vote of confidence. While that certainly helped stabilize things, Sherwood wasn't content with simply maintaining its position.

Instead, they quietly began putting together an impressive stretch.

One of the first notable additions came in the Toronto Maple Leafs organization, where highly regarded rookie Easton Cowan joined Sherwood's growing list of ambassadors. Cowan has quickly become one of the NHL's most exciting young prospects, making him an excellent fit for a company that has increasingly focused on partnering with the next generation of elite talent.

Then, during the 2026 Stanley Cup Playoffs, Sherwood made another interesting appearance in Buffalo. Sabres forward Jack Quinn began regularly using Sherwood sticks throughout the postseason, creating plenty of intrigue heading into the upcoming 2026-27 campaign.

Based on what we've seen so far, there's reason to believe Quinn could continue using Sherwood sticks this season while potentially adding Sherwood gloves as well. If that happens, it would represent another meaningful addition to an already growing list of NHL users.

But all of those moves may have simply been setting the stage for Sherwood's biggest announcement yet.

At the 2026 NHL Draft, the company officially unveiled an equipment partnership with Swedish forward Ivar Stenberg, one of the most exciting young players in professional hockey.

Selected second overall by the San Jose Sharks, Stenberg was already expected to be one of the faces of the NHL's next generation. His combination of skill, speed, and offensive creativity has made him one of the league's most highly anticipated prospects. Now, he'll also become one of Sherwood's most recognizable ambassadors before even playing his first NHL game.

For hockey equipment fans, the announcement came as a genuine surprise.

Unlike many endorsement deals that are hinted at weeks in advance through practices, showcases, or social media appearances, there were very few clues that Stenberg was preparing to join Sherwood. There hadn't been any widespread sightings of him using Sherwood sticks or gloves during recent tournaments or pre-draft events.

It wasn't until after the draft that the timeline became much clearer.

Earlier that same day, Stenberg had quietly been using Sherwood equipment during the NHL Top Prospects Community Clinic, just hours before hearing his name called by the Sharks. Looking back, it now appears that event served as the first public glimpse of what would become one of the summer's biggest equipment announcements.

It's exactly the kind of reveal that keeps equipment trackers and hockey gear enthusiasts paying close attention.

Looking ahead, this partnership has the potential to be a significant win for both sides.

For Sherwood, signing one of the highest-profile prospects in hockey represents another major step in rebuilding the momentum that briefly appeared to be slipping away last offseason. Rather than losing ground, the company has responded by adding exciting young talent and continuing to increase its visibility across both the NHL and the prospect ranks.

For Stenberg, joining Sherwood allows him to become one of the centerpiece athletes for a brand that has invested heavily in promoting its rising stars. As he begins what many expect to be a long NHL career in San Jose, he'll likely become one of the most visible Sherwood users in the league.

The timing couldn't be much better either.

The Sharks continue to assemble one of hockey's most exciting young cores, and Stenberg figures to be a major part of that future. If San Jose develops into the contender many believe it can become over the next several seasons, Sherwood will have one of its flagship athletes playing on one of the NHL's most closely watched young teams.

Just one year after questions surrounded the company's future momentum, Sherwood has successfully changed the conversation. Between retaining William Nylander, adding players like Easton Cowan and Jack Quinn, and now securing a long-term partnership with Ivar Stenberg, the brand has positioned itself for continued growth.

If these recent additions are any indication, Sherwood isn't simply trying to remain relevant in the NHL equipment landscape. Rather, they're making a strong case that they're becoming one of hockey's fastest-growing brands once again.

Photo Credit: Brian Babineau