The numbers stopped being a "trend" a while ago. This is just where hockey is now.
Hockey Canada closed out registration for the 2025-26 season with more than 121,000 women and girls signed up to play — a new national record, and the fifth straight year of growth for female hockey in this country. That growth wasn't isolated, either: total Hockey Canada registration across every division topped 615,000 players, also a fifth consecutive season of gains.
At the professional level, the PWHL just wrapped its third regular season, and the league didn't just grow — it broke through. More than 1.1 million fans came through the doors across the season, a 28% jump over the year before. Average attendance hit 9,304 fans a game, up 71% from the league's inaugural year. Merchandise sales doubled in-arena and grew more than 50% online — and in the window right after the Olympics, online sales spiked roughly 190% over the same stretch the year before.
Put plainly: more girls are lacing up, more women are filling arenas, and more people are buying gear to show they're part of it.
Why that matters to us
Skate Like A Girl Hockey didn't start because we thought there was a gap in the market. It started because the gap was obvious. Walk into most hockey shops and the "women's" section is an afterthought — a few pink jerseys sized like they were an afterthought too. That's not who's actually playing. Goaltenders holding a crease under 30 shots a game. Forwards driving the net. Girls who play "like a girl" because that's exactly the standard.
Every piece we make — the Fearless line, the wordmark tees, the hoodies — is built for that player and the people who show up for her, not repackaged from a men's cut with a lighter shade of grey.
The sport is growing. The fanbase is growing. It's about time the apparel caught up.
Shop the collection
Whether you're a player, a goalie, or cheering from the glass — browse the tees, the hoodies, or the hats built for exactly this moment.
Sources: Hockey Canada, "Five straight years of growth for Hockey Canada player registration" (2026); PWHL, "PWHL Delivers Historic Growth in Third Regular Season" (April 2026).