True Hockey, a name synonymous with high‑performance hockey gear, announced this week that it will expand its product line with the addition of goalie masks, forging an exclusive partnership with Pro's Choice, the industry‑renowned manufacturer of custom masks.
A Strategic Collaboration
The deal not only brings Pro's Choice’s celebrated craftsmanship and cutting‑edge technology to True Hockey’s portfolio, it also welcomes Dominic Malerba, the founder of Pro's Choice, into True Hockey’s inner circle of innovators.
This season, a roster of elite netminders — including NHL veterans Connor Hellebuyck, Frederik Andersen, Jacob Markstrom and Karel Vejmelka — have been spotted sporting Pro's Choice masks, underscoring the brand’s growing influence across the sport.
The trend extends to the women’s game as well, with netminders Gwyneth Phillips and Rei Halloran also choosing Pro's Choice for its elite protection and performance.
Industry observers say the partnership could reshape the market for protective equipment, blending True Hockey’s distribution reach with Pro's Choice’s reputation for precision engineering.