Warroad
ActiveOverview
Warroad is a hockey equipment and apparel company founded by NHL player TJ Oshie that focuses on performance, safety, and recovery for hockey players. The company specializes in high-performance base layer protection and on-ice/off-ice apparel designed for players of all ages and skill levels. Warroad's primary market position centers on innovative protective gear that combines modern technical design with traditional hockey aesthetics, targeting youth, men, and women players seeking enhanced safety and comfort.
History
Warroad was founded in 2018 by TJ Oshie, a Stanley Cup-winning NHL player from Warroad, Minnesota. Oshie created the company after struggling to find protective base layer gear that minimized skin irritation, held elbow pads securely, and provided cut protection. This led to the development of Warroad's proprietary TILO technology (Tight and Loose), which combines cut-resistant Dyneema fabric from Finnish partner Cutlon with a specialized fit design. The company has grown as a specialized protective equipment manufacturer focused on addressing specific player needs identified by professional athletes.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| TILO Base Layer Protection | Cut-resistant base layers with proprietary tight-and-loose fit technology | $80 - $200 |
| On-Ice Apparel | Performance-focused clothing designed for gameplay | $100 - $300 |
| Off-Ice Apparel | Travel and casual wear for players away from the rink | $60 - $250 |
| Protective Accessories | Neck and wrist protection gear with cut-resistant technology | $40 - $150 |
Manufacturing
Warroad partners with Cutlon, a Finnish company, for cut-resistant Dyneema fabric used in its protective gear. The company manufactures in Ohio, United States, with a focus on integrating advanced materials and proprietary technology into its products. Manufacturing details regarding in-house versus outsourced production beyond fabric sourcing are not publicly detailed.
Notable Products
- TILO Base Layer - Proprietary base layer combining cut-resistant Dyneema fabric with tight-and-loose fit design to hold pads in place and protect exposed areas
- TILO Neck Protection - Cut-resistant neck gear utilizing Dyneema yarn technology for enhanced safety
- TILO Wrist Protection - Wrist protection gear designed with cut-resistant fabric and performance-focused design
Reputation
Warroad is perceived as an innovative specialist brand addressing genuine pain points in hockey equipment, particularly around protective base layers and cut resistance. The company benefits from founder TJ Oshie's credibility as an NHL player and Stanley Cup winner, lending authenticity to product development. The brand appeals to serious players seeking technical performance improvements over traditional options. Limited market presence and small employee count suggest the company remains a niche player rather than a mainstream equipment manufacturer.