Brothers From Saint-Donat Build Football Brand NXTRND
Two Quebec entrepreneurs are securing a foothold in high-level American football equipment through their sports accessories company, NXTRND. Brothers Liam and Dylan Burger design and sell mouthguards, receiver gloves, visors, and other gear targeted at the U.S. market, where their products reach major retail chains and see use across the NFL and NCAA.
The business venture started in a family basement in Saint-Donat, in the Laurentides region of Quebec. Growing up, the brothers competed in snowboarding and skiing at a competitive level while following American football closely. Inspired by their entrepreneur father, they launched the brand to fill a perceived gap in the football market. “We looked at American sports because of their visibility,” Dylan Burger said. “Then we saw that brands were missing, and it was a bit drab. There was nothing that stood out for football players compared to what we saw in skiing. There was a void.”
Targeting the U.S. Market and Star Players
NXTRND began operations modestly by selling items exclusively through Amazon without maintaining a presence on social media. Although its headquarted operations remain in Montreal, the company established its commercial focus south of the border. “We started in the United States simply because the market was bigger,” Dylan Burger said.
Initial product development relied directly on athlete feedback. “We had no reference in football. We had to listen to the consumer,” Dylan Burger explained. The co-founders approached dozens of college players to convince them to test the gear. “We put a big logo on the strap and the brand exploded,” Liam Burger said. “There was a snowball effect.”
NFL stars including Baltimore Ravens quarterback Lamar Jackson and Buffalo Bills quarterback Josh Allen now use NXTRND products, alongside promising collegiate prospects such as Malachi Toney. However, the company logo does not appear visibly on the gear worn by these high-profile players. “It costs millions to get marketing rights in the NFL,” Dylan Burger noted. “For now, that’s not possible.”
Current Operations and Growth
NXTRND currently employs a staff of approximately 20 people while maintaining distribution deals with major retail chains across the United States. “We worked so hard for all of this to happen and we didn’t let go,” Dylan Burger said.
