Soccer Post

What Soccer Post does

Soccer Post, founded in 1978 and headquartered in Eatontown, New Jersey, operates as the largest soccer specialty retailer in the United States with 47 physical stores following its March 2024 acquisition of Northern California-based Soccer Pro. The company sells soccer footwear (cleats, turf shoes, indoor shoes), jerseys (European clubs such as Real Madrid and Barcelona; MLS clubs such as Inter Miami and NYC FC; national teams; and NWSL teams), apparel, equipment (balls, shin guards, bags, goals, goalkeeper gloves), and accessories under brands including Nike, Adidas, Puma, Umbro, Diadora, and New Balance. Its commerce platform is a Shopify-based e-commerce site augmented by WordPress and Wix components, offering a Team Portal for B2B uniform orders, a store locator, and the Soccer Post F.C. Rewards loyalty program; the company also operates a franchise opportunity program for prospective owner-operators.

Soccer Post generates revenue through one-time retail transactions — both in-store and online — at price points ranging from approximately $5 for accessories to over $300 for premium cleats, with apparel concentrated in the $50–$180 band. Its customer base is anchored in soccer families purchasing for youth and amateur players, with a secondary segment of clubs and leagues procuring bulk team uniforms through the Team Portal. Distribution runs through company-owned retail stores and the direct-to-consumer e-commerce site, both serving a US-only market. Soccer Post was a portfolio company of private equity firm TZP Group from November 2022 until February 2025, when TZP exited via a management buyout; the leadership team, led by President Blake Sonnek-Schmelz, now operates the company independently. The firm reports 101–250 employees, consistent with a lean retail-store staffing model scaled across 47 locations.

Name

Soccer Post

Website

https://soccerpost.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

Soccer Post is the largest US soccer specialty retailer, operating 47 stores and an e-commerce platform selling cleats, jerseys, apparel, and equipment to soccer families and amateur clubs nationwide under brands such as Nike, Adidas, and Puma.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (459110), Sporting Goods Retailers (45911), Shoe Retailers (45821)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industries

Soccer Equipment Retail (CRAMAEAC), Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Soccer specialty retail
• Sporting goods stores
• Team uniform supply
• Soccer equipment retail
• Athletic footwear sales

Headquarters

HQ city

Eatontown

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Physical retail store sales of soccer equipment, cleats, apparel, jerseys, and accessories to consumers. Product categories include footwear (cleats, turf shoes, indoor shoes), soccer jerseys (club, national team, NWSL), apparel, equipment, and accessories from major brands like Nike, Adidas, Puma, Umbro, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Soccer Post is a specialty soccer retailer that sells soccer footwear (cleats, turf shoes, indoor shoes, sandals), jerseys (European club, MLS, national team, NWSL), training apparel, equipment (balls, shin guards, gloves, goals), and accessories through 47 U.S. retail stores and a Shopify-powered e-commerce site. It also operates a Team Portal for uniform ordering by soccer clubs and leagues and a Soccer Post F.C. Rewards loyalty program.

Product overview

Soccer Post operates as a soccer specialty retail platform combining e-commerce and physical stores, offering a comprehensive range of soccer products including footwear (cleats, turf shoes, indoor shoes, sandals), soccer jerseys (European clubs, North American MLS clubs, national teams, NWSL), apparel (training gear, casual wear), equipment (balls, shin guards, gloves, goals), and accessories. The company serves as the largest soccer specialty retailer in the United States with 47 stores following the acquisition of Soccer Pro. Key brands carried include Nike, Adidas, Puma, Umbro, Diadora, New Balance, Charly, and others. The platform includes team ordering capabilities, a loyalty program, and a store locator service.

Differentiator

Problem solved

Functional benefit

Products and services

• Soccer Footwear Soccer cleats, firm ground cleats, turf shoes, indoor shoes, and sandals/slides for adults and youth, featuring major brands including Nike, Adidas, Puma, Diadora, New Balance, and Umbro.
• Soccer Jerseys Authentic and replica jerseys from European clubs, North American MLS clubs, national teams, and NWSL teams, sold to soccer fans and players in the U.S.
• Soccer Apparel Training jerseys, t-shirts, shorts, pants, socks, jackets, hoodies, hats, scarves, goalkeeper gloves and apparel, field player gloves, compression gear, and CR7 underwear for soccer players and fans.
• Soccer Equipment Soccer balls, shin guards, bags and backpacks, goalkeeper gloves, coaches gear, goals, referee gear, protective gear, ball pumps, and field equipment for players, coaches, and referees.
• Soccer Accessories Water bottles, shoe laces, guard locks and sleeves, and related soccer accessories for players and fans.
• Soccer Post F.C. Rewards Customer loyalty program offering rewards and benefits for frequent Soccer Post shoppers across the company's 47 U.S. retail stores and e-commerce site.
• Team Portal Dedicated portal for team uniform ordering, team uniform catalogs, and team inquiries for soccer clubs, leagues, and teams purchasing in bulk.
• Soccer Post E-commerce Platform Online retail platform at soccerpost.com offering product browsing, e-commerce checkout, account management, team ordering portal, and store locator functionality for soccer equipment and apparel.
• Soccer Post Retail Stores 47 company-owned physical retail stores across the United States selling soccer footwear, jerseys, apparel, equipment, and accessories directly to consumers in local markets.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Soccer PromajorOthers · 13 March 2024Soccer Pro was a regional soccer retailer in Northern California that was acquired by Soccer Post in March 2024. The acquisition expanded Soccer Post's presence to 47 stores across the United States.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Soccer.com: Soccer.com is one of the largest U.S. online soccer specialty retailers, selling cleats, jerseys, apparel, and equipment from Nike, Adidas, Puma and others. It is a direct e-commerce competitor to soccerpost.com and overlaps with the Team Portal B2B offering.
• World Soccer Shop: World Soccer Shop is a U.S. soccer specialty retailer focused heavily on licensed club and national team jerseys (Europe, South America, MLS). It directly competes with Soccer Post in the licensed apparel category but operates without a comparable physical footprint.
• Soccer Pro: Soccer Pro was a Northern California-based soccer specialty retailer directly competing with Soccer Post before being acquired by it in March 2024. It shared the same product mix (cleats, jerseys, equipment) and customer base (youth/amateur soccer families).

Broad incumbents

• Champs Sports: Champs Sports is a Foot Locker-owned athletic footwear and apparel retailer (online and stores) that competes with Soccer Post on premium soccer cleats and fan apparel from Nike, Adidas, and Puma. It is a broad athletic retailer rather than a soccer specialist.
• DICK'S Sporting Goods: DICK'S is the largest U.S. sporting goods big-box retailer and a direct competitor in soccer cleats, apparel, and team uniform sales through its Team Sports HQ portal. It overlaps significantly with Soccer Post on key brands (Nike, Adidas) and offers broader multi-sport assortment and scale pricing.
• Academy Sports + Outdoors: Academy is a multi-sport big-box retailer competing with Soccer Post on soccer footwear, apparel, and team equipment, particularly across the southern U.S. It overlaps in cleat and team uniform categories and competes on price and convenience.
• Foot Locker: Foot Locker carries Nike, Adidas, and Puma soccer cleats and Footwear/accessories through its stores and online channels, competing directly with Soccer Post in the cleats category. It is a broad athletic footwear incumbent rather than a soccer specialist.
• Hibbett Sports: Hibbett is a regional sporting goods chain with strong presence in the Southeast and Midwest U.S., selling soccer cleats, apparel, and team equipment. It overlaps with Soccer Post in community-based markets but operates as a multi-sport generalist.

Emerging players

• Kitbag (Fanatics): Kitbag, owned by Fanatics, sells licensed club and national team soccer jerseys and apparel online. It is a digital-first competitor to Soccer Post's jersey category with strong league-partner relationships, but lacks U.S. physical retail presence.

Others

• Modell's Sporting Goods (historical): Modell's was a long-standing Northeastern U.S. sporting goods chain (acquired by DICK'S in 2020). It served a similar community-based youth sports customer base to Soccer Post and historically overlapped on cleats and team uniforms before liquidation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/soccer-post-of-morristown

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Soccer Post