The NHL’s No. 1 goalie provider expands with industry‑leading mask technology in exclusive long‑term partnership
TRUE Hockey today announced a new exclusive partnership with Pro’s Choice, the No. 1 choice for NHL goalies and a globally recognized leader in goalie masks. This partnership further strengthens TRUE’s position as a leading provider of elite-level hockey equipment, further cementing our No. 1 NHL Goalie positioning, adding world-class goalie mask technology to its growing portfolio.
Through this partnership, TRUE Hockey is building its ownership of “the crease” by integrating Pro’s Choice’s industry-renowned craftsmanship and innovation into its product offering, giving goaltenders access to highest-quality and performing masks available on the market today.
As part of this partnership, founder Dominic Malerba (Dom) joins TRUE’s growing roster of innovators shaping the future of performance equipment, alongside legendary hockey innovators Pat LeFebvre (goaltending), Scott Van Horne (skates), and Adam Gans (sticks).
“Adding Pro’s Choice to the TRUE Hockey family is a natural fit as we continue to build the most complete offering for elite goaltenders,” said W. Graeme Roustan, CEO, Owner, Chairman at TRUE Hockey. “Their commitment to quality, innovation and performance aligns perfectly with our mission to deliver best-in-class performance equipment at every level of the game.”
Founded on a passion for goaltending and equipment innovation, Pro’s Choice has earned the trust of top goaltenders worldwide. The company’s story began in 1986 when founder Dominic Malerba developed his first goalie mask as a personal project, quickly evolving into a lifelong pursuit of performance and protection excellence. Over the years, Pro’s Choice has built a reputation for meticulous craftsmanship and continuous product advancement, becoming a trusted name among goaltenders seeking elite protection and performance.
“From the very beginning, our goal has been simple – to create the most innovative, highest-quality goalie masks in the world,” said Dominic, Founder of Pro’s Choice. “Partnering with TRUE Hockey allows us to continue that mission on a larger scale while maintaining the craftsmanship and attention to detail that define our brand.”
The addition of Pro’s Choice enhances TRUE Hockey’s comprehensive goaltending category as the No. 1 choice and leading brand of NHL goalies, reinforcing its commitment to innovation, athlete performance, and providing players with complete head-to-toe solutions.