JUST ICE: The Story Behind JUSTICE Hockey Sticks
JUSTICE Hockey, by Maria Rooth, presents the lightest hockey stick in the world with unbeatable shot power.
The Name JUSTICE
Did you know that JUSTICE hockey sticks are part of a fully Swedish company, partly owned by Sweden’s all-time best female forward in the national hockey team, Maria Rooth? Based in her hometown, Ängelholm, these exclusive hockey sticks are built on the concept: “Everyone has the right to become the best hockey player they can be—regardless of gender, size, or skill level.”
The Clever Wordplay – JUST ICE
The witty wordplay JUST ICE and the name JUSTICE resulted from brainstorming between the founder of JUSTICE, Leif Göransson, and a newfound friend and hockey parent from Örnsköldsvik, Robert Vestin. “Hockey is fantastic. Not only do children and youth make new friends at camps around the country, but we parents also get the chance to meet other families who love sports and camaraderie with their children,” says Leif. He adds, “When I met Robban, it just clicked!” and laughs warmly.
The Best Hockey Stick for Everyone
The truth is that during those days, the name of the project was “The World’s Best Hockey Stick for Kids and Youth.” One day Robban said, “The stick should be called JUSTICE—fairness, the best hockey stick for everyone.” And that’s how it came to be.
JUSTICE hockey sticks are just that—the best ice hockey sticks, and only hockey sticks. The company focuses solely on “sticks for ice.” Hence, the wordplay that has spread on social media—just ice—JUST ICE—JUSTICE.
Helping Hockey Players Achieve Their Goals
JUSTICE hockey sticks are developed in the factory in collaboration with Leif’s specifications. Nothing is left to chance. A unique patent on the shaft construction and the company’s unconditional commitment to the best materials have resulted in nearly 400 models of hockey sticks, all designed to help hockey players achieve their best.
“A hockey stick that is perfect for the individual player is the best,” says Leif, adding, “A perfect stick has the exact right flex, length, and blade, built from the best materials, with a unique construction optimized for each hockey player.”
Maria Rooth Joins the Journey
A couple of years later, Leif met Sweden’s all-time best forward in the women’s national team, Maria Rooth. With 105 goals in the national jersey and medals from the Olympics and World Championships, she became the first Swedish woman inducted into the IIHF Hall of Fame in 2015. You see Maria Rooth today as a hockey expert on SVT, but did you know she is also a major owner and CEO of JUSTICE Hockey?
Leif and Maria met in 2018, and it turned out that Maria had experienced the same issue during her years as an elite player and coach—there were no right sticks for everyone.
World’s Largest Hockey Camp for Girls
Maria Rooth has been running the world’s largest hockey camp for girls for many years. Hockey players from all over the world attend annually. More information about the camp: Maria Rooth Hockey Camp
JUSTICE, or JUST ICE, The Best Hockey Sticks for Everyone
“There is nothing more fun than working with youth and watching them mature and develop as hockey players. That’s why it has been incredibly frustrating to see their development hindered despite their hard work,” says Maria.
“The reason has almost always been the same—they were playing with the wrong length or flex of their hockey sticks. This was because they couldn’t buy the right stick before. Now, they can. JUSTICE hockey sticks are here,” says Maria Rooth, and continues, “Some players call them JUSTICE, while others jokingly say JUST ICE. I call them the best sticks for everyone. Nothing is better than perfect.”
Buy the sticks here: JUST ICE hockeysticks
