Former Boston Bruins captain and Stanley Cup champion Patrice Bergeron has joined the new company as brand advisor.

What happens when two former Reebok executives and a sports business veteran get together? They launch a brand-new Boston-based performance sports company.

Called Unsung, the brand is the brainchild of cofounders Dennis Baldwin, the former chief marketing officer of Reebok, Brianna Henley, the former head of U.S. omnichannel marketplace at Reebok, and Jody O’Neill, who spent time at Tom Brady’s TB12 brand and equity growth firms.

The trio, who were all once college athletes, set out to develop this new company on a foundational belief that “no one wins alone.” Its first product, the Snapback Trainer, which is designed to meet the needs of team-sport training, is set to launch this week.

The style is built to handle a full range of needs including lifting in the gym to sprinting, cutting, planting and changing direction. To do so, the shoe pairs a carbon fiber plate with TPU stability wings and supercritical foam to support propulsion, stability and responsive cushioning.

Unsung said it developed the shoe over more than two years through three rounds of wear testing with more than 50 high school, college and professional athletes, strength coaches and performance trainers.

These athletes tested the shoe during training sessions that included sprinting, cutting, lifting and jumping, with their feedback informing its fit, cushioning, stability and construction. The company noted that it also partnered with independent footwear biomechanics lab Heeluxe to test and optimize the shoe’s responsiveness, energy return and cushioning.

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