Former Reebok executives Jody O’Neill, Dennis Baldwin, and Brianna Henley have launched Unsung, a new training shoe brand designed specifically for team-sport athletes. O’Neill, a former Division I hockey player at Dartmouth, was motivated by his own struggle to find training shoes that met the diverse demands of his sport. After talking with more than 100 coaches, athletes, and young players, he realized many faced the same issue: existing footwear either lacked stability for quick lateral movements or cushioning for sprints and jumps. Their debut product, the Snapback Trainer, priced at $188, aims to fill this gap and is initially focused on hockey and lacrosse.

The Snapback Trainer incorporates a carbon fiber plate for powerful push-offs, plastic stability wings to prevent foot rolling during cuts, and a lightweight, responsive supercritical foam midsole. Weighing just 9.8 ounces, the shoe was developed through over two years of testing by more than 50 athletes and trainers, as well as independent biomechanical evaluation. The founders sought a balance between a snug fit through the heel and midfoot, room in the toes, and energy-returning cushioning without the oversoft feel common in some running shoes. This extensive process aimed to craft a shoe uniquely suited to the speed, agility, and directional changes required in team sports training.

A key part of Unsung’s brand identity centers on teamwork and preparation rather than individual stardom, encapsulated in their slogan “No One Wins Alone.” Baldwin emphasized the value of coaches and teammates, reflecting his own sports experience and the cultural gap in many shoe brands that focus on solo greatness rather than collective effort. This focus differentiates Unsung within a market where many competitors prioritize running or general fitness footwear. The company plans to expand beyond hockey and lacrosse into additional team sports, targeting influence through respected players rather than social media followers.

The venture benefits from advisory support from Paul Fireman, a long-time former Reebok CEO and chairman, and Patrice Bergeron, a Stanley Cup champion and former Boston Bruins captain, who actively tests and provides feedback on the product. With performance footwear sales growing and challenger brands gaining share against giants like Nike and Adidas, Unsung is tapping into specialization and underserved niches. Their shoes are sold exclusively on the Unsung website, with international shipping available, and the brand plans to reinvest part of its revenue to support youth sports participation.