Max Miller
San Jose Sharks forward Kiefer Sherwood has officially partnered with the hockey brand Sherwood for his hockey sticks this season.
The Sharks winger has used Sherwood gloves for a while, but has been using a CCM stick. That will change in 2026-27. In a partnership with the company, Sherwood will use a completely custom-made stick geared towards his game.
On opening night, the San Jose Sharks forward and the company had fun with the partnership as he used a “Kiefer” stick. The stick will be used only on Thursday and will eventually be part of a charitable donation through an auction. Those details have not been finalized.
SHD spoke exclusively with Sherwood about the partnership and what it means to him.
“It’s a unique opportunity. The whole thing’s punny with the name, so we’re gonna have some fun with it. There should be some fun stuff that we get going with. The big thing, too, is we want to find different ways to grow the game and find different ways to integrate different communities and give back,” Sherwood explained. “We’ll have fun with it tonight, and over time we’ll have some interesting and exciting things we can do to give back to the youth and different communities.”
Sherwood has begun to make a dent in the NHL with more high-profile players using their gear. Some of the NHL’s best have started using their gear, including William Nylander, Matthew Tkachuk, Connor Bedard, and San Jose Sharks star rookie Ivar Stenberg.
“It took a while for us to get the stick right, and now that they got it right, there’s some good pop to it, so excited to use it,” Sherwood said. “They came to us and basically said, ‘We’re trying to disrupt the hockey branding, and we know your game’s built on disrupting, so let’s disrupt together. I said, ‘Let’s go.'”
Sherwood has wanted to make the switch to the brand that shares his name for a while, but couldn’t get the right feel on his stick until now.
Sherwood, the company, went to the player Sherwood tonight with this idea as a fun way to announce the partnership.
“They wanted to do something fun to announce the partnership. Afterward, we’re going to try to create an auction, raise some money, and figure out a way to donate it,” Sherwood said. “Still obviously early, and we’re trying to have some fun with it. It’s just a one-game thing to create some buzz and create some fun.”
“It’s an exciting partnership and makes so much sense, Sherwood x Sherwood. Most important was the product and performance. And after checking that box, Kiefer and the brand align in many ways,” Rachel Feucht & Judd Moldaver, of The·Team Hockey Agency. “The Sherwood “Kiefer” stick is a fun, organic way to bring attention to the collaboration. It’s a glimpse into the work they’ll do together, both at and away from the rink.”
Sherwood shared more details about his stick setup with SHD after the interview. The San Jose Sharks winger is using a hybrid kick-point stick, and worked with Sherwood to get the same feel as his previous sticks. He admitted his flex changes slightly throughout the season, ranging between 85 and 90. Matching the “pop” he got from his previous sticks was critical for Sherwood.
After scoring a career-high 23 goals last season, the late-blooming scoring winger shouldn’t want to change anything about his stick feel.
More About:Sharks News Player Profiles