Are you referring to the NHL players? If so you are watching them under very bright lights which may appear to make them shinier. Pros helmets are not likely scratched as much as a recreational player's that may keep theirs for several/many years and typically doesn't has more abrasive contact from falling, rubbing against other equipment etc. You can polish and or wax your helmet with a good quality automotive product or just about any product that is safe for vinyl nitrile (the outer material most helmets are made of).
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