Now that Instagram has over 500 million users* it became one of the most efficient social media platforms for brands to show their products on a larger scale. Indeed, Instagram is one of the most used advertising platforms. Any popular account will require payment upon promoting a picture of you, your product or even your account and most of the time, they will leave the picture just for few hours. The same phenomenon is seen in the hockey world. Big companies will pay social media accounts to showcase their products. Mike Rockwell, a boy from Arlington New York, has a different objective concerning the use of social media. It’s not about making profit. On the contrary, the New York Islanders fan want to share his passion of goalie pads with the hockey community through his account.


Mike started the account 4 years ago, in 2012, when he was only 15 years old. He has now over 33.5K followers (Sept.28 2016)! The idea came after coming across a few different hockey accounts that seemed very interesting he decided to create an account that just shares goalie gear. The name Sweet Goalie Pads is mainly an attention grabber.

September 28 2016

Mike’s vision of his account is very straight forward: ‘’My account is unique where change isn’t necessarily good for it. I post goalie equipment and that’s it. Once and a while I’ll post something a tad personal like an action shot of me or new equipment that I received. But in the future I would love to start collaborating with big companies like Bauer, CCM, Vaughn, Warrior etc. Maybe do some sort of interview about the gear and demo gear to give an honest opinion/ review to my 33K+ followers’’. Having Carey Price as favorite goalie, don’t be surprise to find several Price equipment pictures on his account! You will also find many custom goalie pads with different schemes and colors and also pro and junior goalies sporting new line pads and gloves.

The goalie behind the account

Being himself a goalie, he started skating when he was 3 years old but only start playing when he was in 2nd Grade. From there, roller hockey was his sport until 6th grade when he started his first season of ice hockey for a local house league team. The year after, he made the switch to travel hockey and the year after that Mike started playing junior varsity for his high school. His freshman year of high school, the young goalie played varsity and was fortunate enough to win a state championship that he was in net for. He then played varsity all four years of high school and in 10th grade he made the move to the 18u AA for a different travel team about 45 minutes away from his home. As of right now, Mike is trying out with the Topeka Roadrunners in the NAHL (North American Hockey League). The main inspiration for him to move onto junior hockey was to get a college commitment and potentially move on past college to bigger things with hockey.
If you have a nice custom goalie set that you would like to share with the world, make sure to tag Mike and his account on your picture and/or send it directly to him by direct message on Instagram. You can also contact him by email on

* (Visited on September 20th 2016)


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