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.

Hockey and lacrosse athletes are Unsung’s initial focus, with products and communities the founders know firsthand. But the company’s vision is broader. The founders noted that they want to ultimately “build a performance sports brand for team-sport athletes across disciplines, with future products and initiatives that reflect both how they train and what they contribute to the people around them.”

Henley, who serves as chief marketing officer of the new company, said that the founders kept coming back to a simple question while coming up with the concept: “what is a team-sport athlete actually asking their shoe to do during training?”

“The answer was much more dynamic than running forward or standing still under a weight,” Henley said. “Athletes need to push off with power, land with control and feel fast and secure when they change direction. We built the Snapback around that reality.”

For Baldwin, who also serves as chief executive officer of the brand, the company’s mission was to build a shoe the founders wished they had as athletes but also build a brand that reflects why they played sports in the first place.

“The best teams challenge you to perform at a higher level while giving you something bigger than yourself to play for,” Baldwin said. “Those two ideas — performance and team — have shaped Unsung from the beginning.”

Unsung’s vision has attracted Paul Fireman, who served as chairman and CEO of Reebok International for more than 25 years. Fireman has agreed to chair Unsung’s advisory board, the brand said. Also joining the company as a brand advisor is former Boston Bruins captain and Stanley Cup champion Patrice Bergeron.

“There is a kind of athlete every great team recognizes immediately,” added O’Neill, who serves as president of Unsung. “They compete like hell. They hold people accountable. They set the tone, and they make the people beside them better. They never ask for the credit, but every team knows what they bring. Unsung is for them.”

The Unsung Snapback Trainer, which retails for $188, is now available in four colorways at Unsung.com.