Breaking barriers in athletic innovation with Warrior Sports
In the heart of Shelby Township, Michigan, Warrior Sports has redefined the landscape of the sporting goods industry. Renowned for its cutting-edge lacrosse and hockey equipment, Warrior has carved out a reputation for excellence, driven by an unyielding commitment to innovation and quality. Since its acquisition by New Balance Athletic Shoe, Inc. in February 2004, Warrior Sports has expanded its vision, continually pushing the boundaries of athletic performance.
“Our brand purpose is to empower our lacrosse and hockey communities to overcome any obstacle, helping every athlete become unstoppable and an indispensable teammate,” says Cindy Abbott, CEO at Warrior Sports. 
What sets Warrior apart is its relentless pursuit of surpassing traditional benchmarks. “At Warrior, we don’t just enhance performance; we revolutionize the entire gameplay experience for athletes at every level,” Cindy explains. “Our products transform ordinary moments on the field or rink into extraordinary displays of skill, inspiring athletes to reach their full potential.”
Warrior’s advanced manufacturing facilities in Mexico and Michigan, enable the company to deliver exceptional service and remarkable speed to market. “This strategic geographical footprint allows us to swiftly respond to market demands and meet customer needs, ensuring our products reach athletes precisely when they need them most,” Cindy continues. “By leveraging our innovative capabilities and strategic locations, we make a significant impact where it matters most.”
In a testament to its dedication to innovation, Warrior recently unveiled two groundbreaking products in ice hockey and lacrosse. “Our latest offerings are crafted with the most advanced manufacturing technologies, keeping them at the forefront of the market,” says Jean-Sébastien Dorval, director of product. “In ice hockey, our new stick features innovative lightweight materials and new blade geometry, enhancing release, shooting speed, and puck control. This stick exemplifies our commitment to leading the industry with unparalleled performance and reliability. In lacrosse, our new helmet sets a new standard in protection and comfort. With advanced ventilation and the industry’s best fitting system, this helmet ensures athletes stay cool, focused, and secure during intense gameplay. It reflects our unwavering commitment to player safety and satisfaction.”
Warrior’s manufacturing process is a blend of state-of-the-art technology, sophisticated automation, and expert handcraftsmanship. “This combination ensures a highly precise and efficient production process,” Jean-Sébastien elaborates. “Each piece of equipment benefits from the meticulous attention of our artisans, who infuse every product with care and expertise that machines alone cannot replicate. This integration of cutting-edge automation with traditional craftsmanship allows us to uphold the highest quality standards while swiftly adapting to dynamic market demands.”
Sustainability is also a cornerstone of Warrior’s ethos. “We’re committed to being at the forefront of sustainability in the hockey and lacrosse industries,” confirms Cindy. “Our approach to sustainability goes beyond mere compliance; it is embedded in our global strategy and operational practices. From sourcing eco-friendly materials to implementing energy-efficient manufacturing processes, we strive to minimize our environmental footprint at every stage of production. We are dedicated to reducing waste, conserving resources, and promoting a circular economy where products are designed with their entire lifecycle in mind. By partnering with like-minded organizations and continuously seeking innovative solutions, we aim to lead the industry in sustainable practices, ensuring that our legacy is one of environmental stewardship and responsible growth.”
Carey Berchulc, Global Head of HR offers a glimpse into the vibrant culture at Warrior Sports. “Our culture emphasizes passion, perseverance, innovation, teamwork, and respect. Every employee is driven to support athletes and deliver top-tier products. At the heart of our ethos is a commitment to collaboration, viewing our team as a family that works closely together, sharing successes and challenges alike. This unity and mutual support foster a workplace where each member feels valued and integral to our mission. Together, we inspire and empower one another, turning every achievement into a collective victory,” she concludes.
By steadfastly focusing on manufacturing excellence, sustainability, and athlete wellbeing, Warrior Sports is set to continue revolutionizing the sports equipment industry with breakthrough innovations at its core.