What Wooter does

Wooter Apparel is a U.S.-based custom sportswear company founded in 2014 and headquartered at 727 Page Ave, Staten Island, New York. The company manufactures fully sublimated team uniforms and custom apparel using full sublimation printing technology — a process that embeds dye directly into polyester fibers to enable edge-to-edge, fade-resistant graphics across the entire garment. Its product portfolio spans more than 20 sport categories including basketball, football, baseball, soccer, volleyball, hockey, wrestling, lacrosse, esports, and ultimate frisbee, alongside a broad custom apparel line (hoodies, polos, jackets, bags, hats, accessories). The company employs 11–50 people and delivers to clients in over 25 countries.

The company's core commercial engine is direct-to-consumer custom uniform and apparel sales, executed through a self-serve digital ordering platform (order.wooterapparel.com), the main wooterapparel.com storefront, native iOS and Android mobile apps, and a 24/7 phone and live-chat sales channel for complex bulk orders. Its revenue model is one-time unit-priced purchases with no minimum order requirements (e.g., soccer sets from $27.99, basketball sets from $39.99, hockey sets from $74.99), supplemented by a wholesale program, a 1% cashback loyalty program (Wooter Rewards), a VIP Club, Affirm buy-now-pay-later financing, and newsletter discounts. Customer segments are diversified across amateur and professional sports teams, schools and colleges, non-profit youth organizations, and corporate/enterprise clients (e.g., AAU, Department of Defense, National Guard, JetBlue, MTV, Twitch, Lifetime Fitness, Domino's, YMCA, NYPD, NYFD, IFL, NFL Alumni). Wooter is a privately held, founder-led company (CEO and founder Alex Aleksandrovski, co-founder/coo David Kleyman, founder Alex Kagan) with only one disclosed funding event — a $250,000 seed round in March 2015 — after which it has operated as a bootstrapped business.

Name

Wooter

Legal name

Wooter Apparel

Website

https://wooterapparel.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Wooter Apparel is a U.S. custom sportswear manufacturer using full sublimation printing to produce fully customizable team uniforms and apparel for sports teams, schools, non-profits, and enterprises across 20+ sports, with no minimum orders and global shipping.

Ownership category

akta.pro rank

Product category

Custom Sportswear Manufacturing

NAICS

Apparel Manufacturing (315), Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (339920)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports Equipment & Uniforms Retail (CRAMABAE), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Custom team uniforms
• Sublimated sportswear
• Custom athletic apparel
• Team jersey manufacturing
• Sportswear customization

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Team Uniform Sales: One-time purchase model for custom sublimated team uniforms and sports apparel sold directly to sports organizations, teams, schools, and individuals. Pricing based on product type, quantity, and customization complexity.
2. Custom Apparel Sales: Sale of customized apparel items including jerseys, hoodies, polos, bags, hats, and accessories for sports teams and fan gear.
3. Wholesale Program: Wholesale pricing program for bulk orders from retailers and large organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Wooter Apparel designs, manufactures, and sells fully customizable team uniforms and sports apparel using proprietary full sublimation printing technology. The catalog spans uniforms for 20+ sports (basketball, football, soccer, baseball, hockey, volleyball, lacrosse, etc.) and a broad range of custom apparel (jerseys, hoodies, polos, jackets, bags, hats, accessories). Customers order through a self-serve online platform with no minimum quantities, supported by native iOS/Android mobile apps, 24/7 phone and live chat sales, and an in-house design team, with 2-3 week global delivery to 25+ countries.

Product overview

Wooter is a custom team uniforms and sportswear company offering a portfolio of products centered on fully sublimated custom uniforms for over 20 sports (including Basketball, Football, Baseball, Soccer, Volleyball, Lacrosse, Hockey, and more) plus a wide range of custom apparel (shirts, hoodies, jackets, polo shirts, pants, socks, hats, bags). The core offering consists of Team Uniforms and Custom Apparel categories, supported by the Wooter Order Platform (a self-serve digital ordering platform with no minimums) and the Wooter Mobile App. Additional services include professional Design Services, the Wooter Rewards Program (1% cashback), and Affirm payment options. The company delivers to clients in over 25 countries with a 2-3 week turnaround.

Differentiator

Problem solved

Functional benefit

Brands

• Wooter Apparel Platform: Self-serve apparel platform where customers can place custom uniform orders anytime with no minimums.

Products and services

• Custom Team Uniforms Fully customizable, full-sublimated team uniforms covering more than 20 sports including basketball, football, baseball, softball, soccer, volleyball, flag football, cheerleading, cricket, lacrosse, ice hockey, field hockey, track, rugby, bowling, wrestling, cycling, tennis, golf, esports, and ultimate frisbee. Built with moisture-wicking performance fabrics and unlimited color and design options; available with no minimum order quantity.
• Custom Apparel and Accessories Broad catalog of customizable apparel and accessories for teams, organizations, schools, and individuals, including custom jerseys, shirts, hoodies, polos, jackets (including varsity and bomber), warmups, pants, compression wear, socks, hats, caps, beanies, bags, backpacks, custom sports balls, football gloves, football helmet decals, and spirit wear. Designed to extend team branding beyond game-day uniforms.
• Professional Design Services In-house custom design services staffed by professional designers who create unique team uniform artwork, logos, and mockups for customers who need help bringing their vision to life before production. Targeted at teams, leagues, schools, and enterprises that want bespoke artwork without designing it themselves.
• Wooter Mobile App Native mobile applications for iOS and Android that allow customers to manage orders, design and order custom apparel, and access the Wooter platform on mobile devices. Sold and distributed through the Apple App Store and Google Play Store as a standalone customer-facing product.

Quantifiable outcome

• Deliveries to over 25 countries worldwide
• +2 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Smart Fabric Technology ProviderscoreTechnology or IntegrationIntegration with smart fabric technology providers incorporating biometric sensors, temperature-regulating materials, and sustainable fibers like recycled polyester and mycelium leather into custom team apparel products.
• AffirmminorOthersPayment partnership enabling flexible payment options for custom sportswear purchases through Affirm's buy-now-pay-later platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SquadLocker: SquadLocker is a direct competitor offering custom team apparel and gear with a self-serve digital platform and team store model, closely matching Wooter's online customization and group-ordering capabilities for sports teams and schools.
• Boombah: Boombah designs and sells custom and stock team uniforms and sporting goods across multiple sports, with comparable custom apparel offerings and a similar direct-to-team go-to-market approach.
• Augusta Sportswear: Augusta Sportswear manufactures and distributes team uniforms, jerseys, and athletic apparel to schools, leagues, and retailers, overlapping directly with Wooter's wholesale and custom team uniform catalog.
• Badger Sport: Badger Sport produces custom sublimated and decorated team apparel and uniforms for schools, clubs, and athletic programs, competing head-on with Wooter's core custom team uniform offering.
• Holloway Sportswear: Holloway Sportswear designs and supplies custom and stock athletic apparel, jackets, and team uniforms across multiple sports categories, directly comparable to Wooter's product breadth and customization model.

Broad incumbents

• Nike Team Sports: Nike's team sports division sells custom uniforms and apparel to schools, clubs, and leagues globally with significant brand equity and licensing relationships, representing the broad incumbent Wooter competes against in higher-end team deals.
• Adidas Team Sports: Adidas Team offers customized jerseys, uniforms, and footwear for clubs and leagues worldwide with deep sponsorship ties, functioning as a large incumbent with overlapping product capabilities to Wooter.
• Under Armour Team: Under Armour's team business provides custom performance apparel and uniforms for high school and collegiate programs, competing with Wooter at the performance apparel end of the custom team market.
• Champion Teamwear: Champion Teamwear delivers custom decorated uniforms, hoodies, and athletic apparel to schools, colleges, and athletic organizations, overlapping with Wooter's custom team uniform and apparel categories.

Emerging players

• Custom Sportswear (customsportswear.com): Custom Sportswear offers online custom team apparel and uniforms with design tools for schools, leagues, and clubs, functioning as a smaller direct competitor with comparable self-serve customization capabilities.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wooterapparel
• Xx.com/wooterapparel
• Facebookfacebook.com/wooterapparel
• LinkedInlinkedin.com/company/8568344

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

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

M&A

Investments

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

Frequently asked questions about Wooter