For hockey players who grew up in the 1980s, 1990s, and early 2000s, few logos were more recognizable than KOHO.

Whether it was a well-worn wooden stick, a pair of gloves, or a goalie setup plastered with the iconic block lettering, Koho was everywhere. At one point, it stood shoulder to shoulder with Bauer and CCM as one of the most influential hockey equipment manufacturers in the world.

Today, however, Koho exists largely as a memory. Unlike some brands that faded because they couldn't keep up with changing technology or consumer demand, Koho's story is different. The company wasn't defeated by competitors—it became a casualty of consolidation in the hockey industry.

Humble Beginnings

Koho's roots trace back to Finland, where the company first built a reputation producing quality hockey sticks and equipment. As hockey continued to grow internationally through the 1970s and 1980s, Koho gained a loyal following among players who appreciated durable, dependable gear.

By the late 1980s and early 1990s, Koho had become a major player in North America. Its equipment could be found in pro shops, locker rooms, and NHL arenas across the continent.

For many players, their first "serious" stick may have been a Koho.

Becoming an NHL Staple

The 1990s represented the golden era of Koho Hockey.

The company developed a reputation for producing excellent sticks, protective equipment, and goalie gear. Models such as the Koho 221 became legendary among players and remain highly sought after by collectors today.

Koho's goalie equipment was equally respected. Many professional and amateur goaltenders preferred Koho pads and gloves for their comfort, feel, and durability.

Perhaps most importantly, Koho became a brand players identified with. It wasn't simply another equipment manufacturer—it had a distinct identity. When players saw the KOHO logo, they immediately knew what it represented.

In many ways, Koho embodied the hockey culture of the 1990s.

The Hockey Company Era

As the hockey equipment industry evolved, ownership of many iconic brands began to consolidate.

Koho eventually became part of a larger portfolio that included brands such as Jofa, Heaton, Titan, Canadien, and CCM. These brands were brought together under a parent organization known as The Hockey Company.

Far from signaling the beginning of the end, this period actually coincided with some of Koho's strongest years. The company continued to enjoy widespread use at every level of the game and remained a trusted name among players and goaltenders alike.

At the turn of the millennium, it would have been difficult to imagine a hockey world without Koho.

Reebok Changes the Industry

Everything changed in 2004.

That year, Reebok acquired The Hockey Company, gaining control of CCM, Koho, Jofa, Heaton, Titan, and several other well-known hockey brands.

Rather than maintaining multiple competing labels, Reebok made a strategic decision to streamline its hockey business.

CCM would remain the heritage hockey brand.

Reebok Hockey would become the modern performance brand.

The remaining brands—including Koho—would gradually disappear.

For many hockey fans, the transition happened surprisingly fast. Equipment technologies developed by Koho often continued under Reebok branding, but the familiar logo that players had grown up with slowly vanished from store shelves and NHL locker rooms.

By the late 2000s, Koho had effectively become a brand of hockey's past.

Why Players Still Remember Koho

The disappearance of Koho remains unique because it wasn't caused by poor products.

If anything, many players would argue the opposite.

Koho equipment was respected, widely used, and trusted by professionals. The brand's decline was largely the result of corporate decisions made after acquisition rather than a rejection by the hockey community.

That reality has helped fuel nostalgia for the brand.

Today, vintage Koho sticks, gloves, and goalie gear are collected by hockey enthusiasts who remember an era when equipment companies had distinct personalities and identities. The iconic KOHO logo instantly transports many players back to outdoor rinks, youth tournaments, and NHL broadcasts from the 1990s.

For those who grew up during that time, Koho represents more than equipment.

It represents a specific era of hockey.

A Legacy That Lives On

While the Koho name no longer occupies the place it once held in the sport, its influence remains.

Many of the technologies, designs, and innovations developed during Koho's peak years carried forward into future equipment lines. More importantly, the brand left behind a legacy that continues to resonate with players who experienced hockey during its heyday.

In a sport filled with legendary names, Koho occupies a unique place in history.

It wasn't overtaken by competitors.

It wasn't abandoned by players.

Instead, it became one of hockey's most beloved lost brands—a reminder of a time when a simple four-letter logo could be found in nearly every rink across North America.

And for hockey history enthusiasts, that's exactly why Koho remains worth remembering.

Third Assist Keeps the Legacy Alive

We've been fans of KOHO since our childhood. For that reason we've tried to celebrate the iconic brand through some of our projects. The two projects that stand out the most are our Koho Revolution hockey watch and TAHO Evolution hockey stick.

Our Koho Revolution watch is a stick we were able to acquire that was just like the one used by the greats Mario Lemieux and Jaromir Jagr. We take each one of these sticks and upcycle them into one of a kind timepieces. Each stick can make 25 watches and each one of the watches is completely unique using different parts of the stick. We released this KOHO watch in early 2026:

We were such fans of this iconic stick that we made our own throwback or "fauxback" stick as a nod to it. The black and yellow KOHO Revolution was iconic, so we followed the lead of the old design but added our own elements to still make it a Third Assist concept. In 2026 we also introduced the TAHO (Third Assist Hockey) Evolution. We'd love to see the wood Revolution make a comeback, but until then this design scratches the itch. It's a composite one-piece stick with a hand painted "wood" blade and faux aluminum blade wrap to separate the shaft from the blade. Similar look to the original with modern specs. 

What's your favorite piece of KOHO equipment? The KOHO Revolution was clearly ours, but there are many gems from this iconic brand.