Passa Sports

What Passa Sports does

Passa Sports (legal entity PassaSports) is a Netherlands-headquartered direct-to-consumer online sports retailer founded in 2020 and operating from Waalwijk. The company sells sporting goods and apparel across nine disciplines — football, tennis, running, padel, hockey, handball, volleyball, basketball, and fitness — organized into dedicated sub-brand storefronts (PassaFootball, PassaTennis, PassaRunning, PassaPadel, PassaHockey, PassaHandball, PassaVolleyball, PassaBasketball). Its assortment comprises 21,000+ articles and 100,000+ items in stock, drawing on authorized distribution partnerships with tier-1 brands including adidas, Nike, Puma, Hummel, Stanno, Castore, Mizuno, Wilson, ASICS, On, and New Balance. The customer base spans recreational and competitive athletes, families buying children's sports equipment, and football supporters seeking official club and national team merchandise with custom ShirtID personalization.

The technology footprint is intentionally lean: a proprietary webshop at passasports.com with 24/7 checkout, account management, and order tracking, plus an official iOS/Android app that supports sport-specific browsing, wishlists, and personalized notifications. No proprietary AI, ML, or platform-layer technology is disclosed. Fulfillment operates from the Netherlands with same-day dispatch for orders placed before 20:30 and worldwide delivery, positioning speed and breadth as the primary service differentiators rather than technology sophistication.

Commercially, Passa Sports generates revenue through one-time unit-priced retail sales of sports equipment and apparel — there is no subscription, membership, or licensing layer. The revenue mix is concentrated in core categories (football boots, running shoes, tennis rackets, padel rackets) and club/national team merchandise, with ancillary streams in sports nutrition, electronics, and customization services. Customer acquisition runs through the e-commerce site, the mobile app, and email/newsletter sign-ups, with global shipping functioning as the geographic reach mechanism rather than regional storefronts. The company is privately held, employs 101-250 people, and is led by founders Guido Koekkelkoren, Robert Jan Peters (COO), and Mark van Gijzel (CFO).

Name

Passa Sports

Legal name

PassaSports

Website

https://passasports.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Passa Sports is a Netherlands-based direct-to-consumer online sports retailer selling equipment and apparel across nine sports disciplines via a proprietary webshop and mobile app, serving recreational and competitive athletes worldwide with same-day dispatch.

Ownership category

akta.pro rank

Product category

Online Sporting Goods Retail

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Soccer/Football Footwear & Apparel Retail (CRAMACAC), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

Keywords

• Online sports retail
• Sports equipment
• Athletic apparel
• Team sports gear
• Sports merchandise

Headquarters

HQ city

Waalwijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Sales of Sports Equipment and Apparel: Passa Sports generates revenue through direct retail sales of sports equipment and apparel via its e-commerce platform. The company sells products across 9 sports disciplines (Football, Tennis, Running, Padel, Hockey, Handball, Volleyball, Basketball) with pricing varying by product category and brand. They offer both individual items and complete kits, with revenue derived from end-consumer purchases through their webshop.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Passa Sports operates a direct-to-consumer e-commerce platform selling sporting goods and athletic apparel across nine sports disciplines (Football, Tennis, Running, Padel, Hockey, Handball, Volleyball, Basketball, and Fitness). It markets more than 21,000 articles and 100,000+ items available from stock, including footwear, clothing, equipment, accessories, and sports nutrition from brands such as adidas, Nike, Puma, ASICS, Wilson, On, New Balance, Hummel, Stanno, Mizuno, and Castore. The company offers worldwide delivery with same-day dispatch on orders placed before 20:30 and a custom shirt printing (ShirtID) personalization service.

Product overview

PassaSports is a multi-category sports e-commerce platform and specialist retailer operating across 9 sports disciplines: Football, Tennis, Running, Padel, Hockey, Handball, Volleyball, Basketball, and an additional discipline. The platform consists of sub-branded storefronts (PassaFootball, PassaTennis, PassaRunning, PassaPadel, PassaHockey, PassaHandball, PassaVolleyball, PassaBasketball), a mobile app, and sells products across multiple categories including footwear, clothing, equipment, accessories, and sports nutrition. The company carries major sports brands including adidas, Nike, ASICS, HOKA, Mizuno, Wilson, Brabo, On, New Balance, Puma, and Osaka, among others. PassaSports offers over 21,000 articles and 100,000+ items in stock, with services including personalized shirt printing (ShirtID), worldwide delivery, and customer support.

Differentiator

Problem solved

Functional benefit

Brands

• PassaFootball: Football specialty section of PassaSports offering football boots, clothing, clubs, national teams, footballs, equipment, goalkeeper gear, and kids' products.
• PassaTennis
• PassaRunning
• PassaPadel
• PassaHockey
• PassaHandball
• PassaVolleyball
• PassaBasketball

Products and services

• PassaFootball PassaFootball is the football specialty section of PassaSports, offering football boots, clothing, club merchandise (Premier League, La Liga, Bundesliga, Serie A, Dutch Eredivisie), national team apparel, footballs, equipment, goalkeeper gear, and kids' products for athletes and fans.
• PassaTennis PassaTennis provides tennis rackets for seniors and juniors, tennis clothing for men, women, girls, and boys, tennis shoes, bags, strings, grips, tennis balls, and accessories for recreational and competitive tennis players.
• PassaRunning PassaRunning offers running shoes for women, men, and kids, running clothing, running socks, sports nutrition, electronics (watches, heart rate monitors, headphones, massage guns), and running accessories for runners.
• PassaPadel PassaPadel provides padel rackets for seniors and juniors, padel shoes, padel clothing, padel bags, padel balls, grips, and accessories for padel players.
• PassaHockey PassaHockey offers hockey sticks, hockey shoes, field hockey clothing, field hockey bags, socks, protection, hockey grips, goalkeeper equipment, indoor hockey gear, and accessories for field hockey players.
• PassaHandball PassaHandball provides handball shoes, handballs, handball clothing, beach handball items, protection and braces, and handball supplies for handball players.
• PassaVolleyball PassaVolleyball offers volleyball shoes, volleyballs, volleyball clothing, protection and braces, beach volleyball items, and other volleyball products for volleyball players.
• PassaBasketball PassaBasketball provides basketball shoes, basketballs, basketball clothing, compression clothing, braces and protection, and accessories for basketball players.
• PassaSports Mobile App The PassaSports mobile app allows users to browse products across 8 sports, create wishlists, personalize sports shirts with custom printing, receive notifications for their chosen sport, and check out 100,000+ items available directly from stock via fast and secure mobile checkout.

Quantifiable outcome

• Orders shipped on day of ordering

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

Eleven partnerships are on record, tiered core, major and minor.

• adidascoreChannel Partner/ Reseller/ Distributoradidas is a key brand partner supplying football boots, clothing, and equipment to Passa Sports. The company sells official adidas products including football boots, training wear, and club merchandise for teams like Ajax, Real Madrid, Arsenal, and Bayern Munich.
• NikecoreChannel Partner/ Reseller/ DistributorNike is a major brand partner providing football boots, apparel, and equipment. Passa Sports stocks official Nike products including Liverpool FC merchandise, Nike Pro base layers, and various Nike football collections.
• PumacoreChannel Partner/ Reseller/ DistributorPuma supplies football boots, clothing, and equipment. Passa Sports offers official Puma products including Manchester City merchandise, PSG kits, and AC Milan fan gear.
• HummelmajorChannel Partner/ Reseller/ DistributorHummel provides football clothing and equipment to Passa Sports, including training wear, goalkeeper gear, and Hummel Noir boot collection.
• StannomajorChannel Partner/ Reseller/ DistributorStanno supplies football clothing and goalkeeper equipment to Passa Sports, offering durable materials and functional designs for team sports.
• CastoremajorChannel Partner/ Reseller/ DistributorCastore is the kit sponsor for Feyenoord, supplying official club merchandise sold through Passa Sports' Feyenoord Fanshop.
• MizunominorChannel Partner/ Reseller/ DistributorMizuno provides football boots and sports equipment available through Passa Sports, known for quality craftsmanship in athletic footwear.
• WilsonminorChannel Partner/ Reseller/ DistributorWilson supplies tennis rackets and equipment to Passa Sports for the PassaTennis category.
• ASICSminorChannel Partner/ Reseller/ DistributorASICS provides running shoes and athletic footwear available through Passa Sports' PassaRunning category.
• OnminorChannel Partner/ Reseller/ DistributorOn supplies running shoes and athletic apparel sold through Passa Sports' running category.
• New BalanceminorChannel Partner/ Reseller/ DistributorNew Balance provides athletic footwear and sports apparel available through Passa Sports across multiple sports categories.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sports Direct (Frasers Group): UK-headquartered sporting goods retailer offering multi-sport equipment, footwear, and apparel online. Comparable in broad assortment, value positioning, and multi-brand reseller model across football, running, and team sports categories.
• Foot Locker: Global athletic footwear and apparel retailer with strong football-boot and sneaker exposure. Comparable as a multi-brand online sporting goods retailer, with a similar reseller model heavily dependent on Nike, adidas, and Puma supply.
• Intersport: International sporting goods retailer cooperative operating across Europe with a multi-sport assortment including football, tennis, running, and team sports. Comparable in product breadth and category mix, with both online and physical channels.
• SportScheck: German multi-category sporting goods retailer offering equipment, apparel, and footwear across football, running, tennis, and fitness. Comparable in assortment breadth, European focus, and dependence on tier-1 brand partnerships.
• Decathlon: Global multi-sport retailer with a strong Benelux footprint covering football, tennis, running, padel, hockey, and more. Directly comparable as a multi-sport online and offline sports equipment and apparel retailer, though Decathlon is vertically integrated with extensive private-label products.

Broad incumbents

• Amazon: Global online marketplace with a deep sporting goods assortment and strong SEO in commodity sporting goods categories. Competes with Passa Sports for generic sporting goods search traffic and offers Prime-driven delivery that pressures the same-day shipping value proposition.
• Zalando: European online fashion and lifestyle platform with a meaningful sporting goods and athleisure assortment. Comparable as a pan-European online apparel and footwear retailer overlapping with Passa Sports' lifestyle, running, and football apparel categories.
• adidas Direct: adidas's own e-commerce site. Comparable as a destination for football boots, club merchandise, and running shoes, and a competitive threat to Passa Sports as a core-tier brand partner pushing D2C sales.
• Nike Direct: Nike's own direct-to-consumer e-commerce channel. A key supply partner for Passa Sports and a structural competitor as Nike pushes consumers toward its own D2C site for football boots, apparel, and club merchandise.

Regional players

• Bol.com: Largest Dutch e-commerce platform, offering sporting goods alongside broader categories. Comparable as a Netherlands-headquartered online retail channel competing for the same Dutch sporting goods consumer, with marketplace scale advantages.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/passa-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 Passa Sports