m5 scores as Agency of Record for TRUE Hockey

Precision, determination & grit – it’s what TRUE Hockey brings to its line of hockey equipment and what m5 will bring to its work as the newly named agency of record for the international brand.

The firm won the business through a competitive process this winter and kicked off the business on April 1, 2021.

“We were looking for a partner with the right skill set and determination to help us take our international business to the next level and I am excited to announce that we found that in m5,” said Dave McNally, SR Director Sales & Marketing, TRUE Hockey. “We remain 100% focused on building our brand and getting our equipment into the hands of more hockey players; to do that, we need a partner who is willing to roll up their sleeves and chart the path with us.

Part of the m5 Group of Companies, m5 employs 160 staff in Halifax, St. John’s, Saint John, Moncton, Charlottetown, Toronto, Montreal, Winnipeg and Vancouver.

“We’re thrilled to be chosen as TRUE’s agency and are excited about taking this brand to the next level for pros and consumers,” said Tyler MacLeod, Vice President of Client Services, m5. “We know that our track record in brand development, retail, franchisee support and marketing communications makes us the perfect fit for this custom brand.”

A division of TRUE Temper Sports, TRUE Hockey is revolutionizing the world of hockey equipment. The company has designed, engineered and manufactured more than two million hockey sticks in the past decade, and pioneered the custom skate market.

Uniquely customer-focused, TRUE Hockey supports hockey retailers, consumers and professional players with dedicated sales, R&D and NHL support teams. More than 100 NHL players wear TRUE custom skates. 60% of all NHL goaltenders wear TRUE custom skates.

“Since True Temper’s hockey division was established in 2000, we have been devoted to precision, the highest quality materials, and unparalleled manufacturing processes,” said Steve Sutherland, General Manager – Hockey / True Temper Sports. “This brand brings our obsession with hockey to life and we are excited to be poised for growth.”


About TRUE Hockey
True Sport’s Hockey Division was established with the mission to bring the company’s devotion to the highest quality materials, the strictest manufacturing processes and the best engineering minds to the ice.

Following in the line with True Temper Sports, the world leader in golf shaft technology and the number one shaft on the PGA Tour for more than 70 years, TRUE Hockey is poised to continue providing the hockey industry with superior product design and technology for many decades to come. With full control of the product, from R&D to distribution, TRUE Hockey is focused on one goal, devotion to the best performing hockey products on the market. For more information, visit www.true-hockey.com.