Rawlings Sporting Goods

Name

Rawlings Sporting Goods

Legal name

Rawlings Sporting Goods

Website

https://rawlings.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Baseball and Softball Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Baseball & Softball Equipment Retail (CRAMAEAA)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Gloves & Mittens Manufacturing (IMAOAFAB), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI), Team Sports Equipment & Apparel Distribution (CRAOAJAA)

Keywords

• Baseball equipment
• Softball equipment
• Baseball gloves
• Protective sports gear
• Athletic apparel

Headquarters

HQ city

Saint Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Equipment Sales: One-time hardware sales of baseball/softball gloves, bats, balls, helmets, catcher's gear, and protective equipment to consumers and teams.
2. Apparel Sales: Baseball apparel including pants, outerwear, jerseys, shirts, shorts, hats, footwear, and belts sold through direct and retail channels.
3. Custom Products: Custom glove builder and custom wood bats allowing consumers to personalize equipment for additional revenue.
4. Licensing Royalties: MLB official supplier licensing, team logo merchandise, and brand partnerships including '47 Brand MLB hats and co-branded products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rawlings manufactures and sells baseball and softball equipment — gloves, bats, balls, batting helmets, catcher's gear, apparel, and accessories — for amateur through professional athletes. The company operates as a multi-brand platform (Rawlings, Easton, Miken, Worth, Tanner) and sells through direct e-commerce, retail chains, and team/dealer channels, while also running the official Gold Glove Award program as an MLB sponsor.

Product overview

Rawlings Sporting Goods is a leading global baseball brand offering a comprehensive portfolio of baseball and softball equipment organized as a multi-brand platform. Core product lines include premium leather gloves (Heart of the Hide, Pro Preferred, REV1X, R9 Series, Foundation Series), bats (Icon, Clout AI, Mantra, ALO78), official game balls for MLB and multiple leagues, protective equipment (Mach, Coolflo, Velo, RX2 batting helmets and catcher's gear), and accessories. Additional offerings include custom glove and bat services, the acquired Tanner Tees training brand, sub-brands (Easton, Miken, Worth), and licensed MLB merchandise. The company also operates the prestigious Gold Glove Award program and offers trade-in programs through partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Easton: Brand under Rawlings portfolio, appears on rawlings.com navigation as one of 'Our Brands' alongside Rawlings, Miken, Worth, and Tanner.
• Miken
• Worth
• Tanner
• Heart of the Hide
• Pro Preferred
• REV1X
• Gold Glove Award

Products and services

• Heart of the Hide Gloves Premium leather baseball gloves featuring pro-grade steer hide, hand-selected by craftsmen, renowned for forming the perfect pocket. The flagship glove series trusted by professional players for over 65 years.
• Pro Preferred Gloves High-quality leather gloves offering flawless craftsmanship for serious players seeking professional-level performance and durability.
• REV1X Gloves Advanced performance gloves featuring molded construction with lightweight multi-layer design, engineered to maintain shape inning after inning while providing responsive feel.
• R9 Series Gloves Quality leather gloves designed for players seeking reliable performance at an accessible price point.
• Foundation Series Gloves Entry-level gloves designed to help young players develop proper fundamentals and love for the game.
• Liberty Advanced Fastpitch Gloves Premium fastpitch softball gloves designed for women's competitive softball players.
• Icon Bats Premium baseball bats featuring advanced technology for power hitters seeking maximum performance at the plate.
• Clout Ai Bats High-performance bats utilizing AI technology for optimized swing mechanics and enhanced power output.
• Mantra Fastpitch Bats Fastpitch softball bats engineered for female athletes seeking superior swing speed and ball exit velocity.
• ALO78 Fastpitch Bats Fastpitch bats designed with specific technology for optimized performance in women's softball.
• Official Game Balls (MLB, Little League, NCAA, Babe Ruth, Cal Ripken, USA, Pony, USSSA) Official game balls for multiple leagues including MLB, Little League, NCAA, Babe Ruth, Cal Ripken, USA, Pony, and USSSA.
• Mach Batting Helmets Advanced batting helmets featuring aerodynamic design and superior impact protection for baseball and softball players.
• Coolflo Batting Helmets Revolutionary batting helmets first introduced in 2006 with state-of-the-art venting system and sleek aerodynamic design, meeting NOCSAE standards.
• Velo Catcher's Gear Modern two-tone fade catcher's equipment featuring AB wedges for ball rebound control, adjustable shoulder caps, C-Channel technology for form-fitting wrap, and Tri-Tech padding for airflow.
• RX2 Batting Helmets Advanced batting helmets with enhanced protection features for baseball and fastpitch softball.
• Catcher's Sets Complete catcher's gear sets including helmets, chest protectors, and leg guards designed for various levels from youth to professional.
• Custom Baseball Gloves Personalized glove customization service allowing players to design their own gloves with custom colors, materials, and specifications.
• Custom Wood Bats Bespoke wood bat manufacturing service enabling players to order personalized wood bats with custom specifications.
• Custom Batting Helmets Customizable batting helmets with optional engraving for personalization.
• Batting Tees (Tanner) Premium batting tees acquired through Tanner Tees acquisition, used nationwide by athletes at various levels for training.
• Rawlings Apparel Collection Athletic apparel including pants, outerwear, jerseys, shirts, joggers, shorts, hats, and footwear for baseball and softball.
• Icon Fest Limited Edition Collection Limited edition collection featuring special colorways and designs on gloves and bats celebrating iconic Rawlings heritage.
• '47 Brand MLB Hats Licensed MLB team hats available in various styles including Clean Up and Hitch hat designs for all 30 MLB teams.
• Bat Trade-In Program Trade-in and upgrade program powered by SidelineSwap allowing customers to receive value for used bats toward new purchases.

Quantifiable outcome

• 75% faster campaign creation reported by Rawlings in Salesforce marketing context

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Athletes Unlimited Softball League (AUSL)coreStrategic or Co-development Partner · 2 June 2026Rawlings expanded its prestigious Gold Glove Award to include Athletes Unlimited Softball League players starting with the 2026 season. Previously awarded in professional softball from 2016-2019 in National Pro Fastpitch League, this partnership aims to support and grow women's professional softball.
• Mountain Dew Baja BlastminorGTM or Marketing Partner · 25 March 2026Mountain Dew Baja Blast launched a 'Get a Baja for a Blast' promotional campaign tied to the 2026 MLB season, involving a limited-edition Rawlings baseball glove and a reward program for home runs over 420 feet.
• Sport Clips HaircutsminorGTM or Marketing Partner · 24 March 2026Sport Clips introduced limited-edition Playmaker Scents inspired by baseball, created in partnership with Rawlings Sporting Goods. The scents capture the energy of spring baseball and are available at participating Sport Clips locations.
• Mattingly CharitiesminorStrategic or Co-development Partner · 28 October 2025Rawlings presented the Heart of Gold Award to Mattingly Charities for outstanding commitment to underserved youth in Evansville. The charity has distributed over one million dollars to enhance educational and athletic opportunities for youth.
• Tanner TeescoreStrategic or Co-development Partner · 3 September 2025Rawlings acquired Tanner Tees, a manufacturer of premium batting tees, expanding its product portfolio into the diamond sports training category. Tanner Tees was founded by Joe Tanner and is known for durable batting tees used nationwide.
• '47 BrandminorGTM or Marketing Partner'47 Brand MLB hats sold through Rawlings website and retail channels, featuring officially licensed team logos across all 30 MLB franchises in Pinstripe Clean Up and Hitch Hat styles.
• D-BATminorChannel Partner/ Reseller/ DistributorD-BAT stores offer bat demonstrations allowing customers to test the latest Rawlings bats at local store locations.
• Afterpay, Klarna, and AffirmminorGTM or Marketing PartnerFlexible payment options for all Rawlings products allowing customers to pay in installments with no late fees.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Bauer Hockey: Bauer is a sporting goods equipment manufacturer (hockey-focused) that shares private-equity ownership and operational similarities with Rawlings. Useful as a reference point for equipment manufacturer scale and premium-brand positioning, though it does not directly compete in baseball.

Broad incumbents

• New Balance: New Balance owns Marucci Sports and competes in athletic apparel and footwear, overlapping with Rawlings' apparel segment and providing Marucci with capital and distribution scale that Rawlings must compete against in baseball equipment.
• Under Armour: Under Armour is a broad incumbent athletic apparel and footwear brand with baseball-specific product lines and athlete endorsements (e.g., Bryce Harper). It competes with Rawlings in team apparel, training apparel, and protective gear adjacencies.

Direct peers

• Marucci Sports: Marucci is a baseball/softball equipment manufacturer (~$41.5M baseball apparel revenue in 2024) acquired by New Balance. It directly competes in premium wood bats, metal bats, gloves, and accessories, and benefits from New Balance's broader distribution and brand resources.
• Mizuno: Mizuno is a global sporting goods manufacturer with a major baseball/softball equipment portfolio (reported baseball apparel revenue of $1.53B in 2024). It directly competes with Rawlings across gloves, bats, and apparel in North America and especially in Asia-Pacific markets where Mizuno dominates.
• Louisville Slugger: Louisville Slugger (Hillerich & Bradsby, owned by Wilson) is the iconic baseball bat brand and direct competitor to Rawlings' bat portfolio. Its MLB Official Bat status creates a parallel official-supplier position that competes for league-level visibility and team-dealer contracts.
• DeMarini Sports: DeMarini is a baseball and softball bat brand owned by Wilson that directly competes with Rawlings' Icon and Clout AI lines. It is known for performance-driven composite bat innovation and is a frequent substitute choice at retail and travel-ball levels.
• Franklin Sports: Franklin is a broad sporting goods manufacturer with deep baseball/softball product lines (bats, gloves, protective gear) at competitive price points. It targets similar retail and team-dealer channels as Rawlings, with particular strength in entry-level and youth tiers.
• Wilson Sporting Goods: Wilson is a direct competitor across baseball gloves, bats (via DeMarini and Louisville Slugger ownership), and protective gear. As a much larger generalist sporting goods brand, Wilson competes on retail shelf space, team-dealer relationships, and protective equipment innovation.

Regional players

• Easton (legacy competitor context): Although Easton is now a Rawlings sub-brand, the historical Easton brand competed in baseball/softball bats and equipment globally. Peer relevance is limited today but useful as a directional reference for the bat category positioning.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rawlings-sporting-goods

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rawlings Sporting Goods