• by Tanya Gazdik , May 28, 2026

The NHL partnered with a custom shoe designer to create a limited number of custom sneakers. 

Content creator Dominic Ciambrone, known as @thesurgeon, designed the shoe for the NHL Built for Cup Chasers Sweepstakes. Each pair will come with custom bespoke silver case packaging.

Chambrone, who has more than a million followers "has designed custom sneakers for rapper Drake, pop star Justin Bieber and NBA superstar LeBron James, among countless other celebrities,” according to got Fox Business. “Companies such as Jack Daniel’s, Pizza Hut, and his latest partner, Frito-Lay’s Ruffles brand, have commissioned Chambrone to apply his signature artistry to footwear collaborations.”

The activation is inspired by the Stanley Cup Playoffs. 

NHL partner Nobull (the Official Training Shoe of the NHL) will supply the sneakers for the campaign using the brand’s signature Outwork training shoe. Only 16 pairs will be given away -- one for each playoff team.

The initiative will be promoted on NHL and Nobull’s social and digital channels.

Fans in the United States and Canada can enter once per day at NHL.com/CupChasers until June 21 at 11:59 p.m. ET. The 16 winners will be selected at random on June 22.