What PROLOOK SPORTS does

PROLOOK SPORTS is a privately held U.S. sporting goods company founded in 1996 and headquartered in Orem, Utah, that designs, manufactures, and distributes custom team uniforms and athletic apparel across 14 sports including baseball, basketball, football, volleyball, cheer, soccer, wrestling, fastpitch, and lacrosse. The company's product line spans fully sublimated uniforms, deluxe twill uniforms, QuickTurn 2-Ply Reversible gear, fan jerseys, performance apparel (hoodies, joggers, tech tees), and accessories — with multiple fabric options (Vapor Mesh, LTE Fit, BE Mesh, ETX Poly, BSB Poly, Stretch Woven) and decoration methods (sublimation, twill, hybrid). The technical core is a proprietary online customizer (rated #1 by NSGA for sublimation design platform technology) enabling customers to design, visualize, and order custom uniforms in real time, supported by patented-equivalent sublimation-and-tackle-twill capability that the company claims is unique in the industry.

PROLOOK operates a vertically integrated production model controlling fabric milling, dyeing, sublimation, and garment construction across three owned factories: PMP in San Fernando, Philippines (WRAP and SLCP certified since 1996), BLB in Clark Freeport, Philippines (sublimation expertise since 2014), and QXX in Xiamen, China (custom sports apparel since 2021). The company monetizes primarily through one-time team uniform purchases at MSRPs of $66-$298 per garment with bulk team pricing, plus stock apparel replenishment. Distribution runs through four channels: a global network of sportswear dealerships, an exclusive custom team uniform partnership with DICK'S Sporting Goods across 900 stores nationwide (signed 2022), a direct-to-consumer customizer e-commerce site, and a field-sales force of approximately 20+ Area Reps covering U.S. regions.

The company targets four primary customer segments: high school and college sports teams (primary), youth sports programs, club/travel teams, and professional leagues (e.g., the Women's Pro Baseball League, beginning 2025). Notable customers include Heisman Trophy winner Jayden Daniels, Marquette University, and high school programs across multiple states. The business remains family-controlled under Founder and CEO Dustin (Dusty) Rhodes, with no disclosed institutional funding rounds, and employs 251-500 people across its U.S. headquarters, Philippines operations, and China operations. As of January 2026, PROLOOK is celebrating its 30th anniversary of continuous operation.

Name

PROLOOK SPORTS

Legal name

PROLOOK Sports

Website

https://prolook.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

PROLOOK SPORTS is a privately held U.S. sporting goods manufacturer founded in 1996 that designs and produces fully customized sublimated team uniforms and athletic apparel across 14 sports, selling through its online customizer, a global sportswear dealership network, and an exclusive partnership with DICK'S Sporting Goods across 900 stores.

Ownership category

akta.pro rank

Product category

Custom Team Sports Uniforms

NAICS

Sporting and Athletic Goods Manufacturing (339920), Cut and Sew Apparel Manufacturing (3152), Apparel Accessories and Other Apparel Manufacturing (315990), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Team Sports & On-Field Performance Apparel (CRAAAEAE)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team & School Athletic Uniforms Retail (CRAMACAJ), Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Custom team uniforms
• Sublimated sportswear
• Athletic apparel manufacturing
• Team sports apparel
• Custom sportswear design

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Team Uniforms: PROLOOK's primary revenue stream from fully customized team sports apparel including uniforms, jerseys, shorts, and related gear sold directly to teams, schools, and clubs with team pricing.
2. Stock/Ready-to-Order Apparel: Pro Stock line of hoodies, joggers, and stock items that ship within days for quick replenishment needs.
3. Exclusive Partnership with DICK'S Sporting Goods: As the exclusive custom team uniform partner of DICK'S Sporting Goods, PROLOOK uniforms are available through all 900 DICK'S stores nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

PROLOOK SPORTS manufactures and sells customizable team uniforms and athletic apparel (sublimated, twill, hybrid, and reversible garments) for 14 sports through its proprietary online customizer, area rep sales force, sportswear dealerships, DICK'S Sporting Goods retail, and direct e-commerce. The company controls the entire production process from fabric milling and dyeing through sublimation and garment construction in owned factories in the Philippines and China, allowing premium materials, deep customization, and consistent quality with QuickTurn 7-day production options.

Product overview

PROLOOK SPORTS is a custom team sports apparel company offering a comprehensive portfolio of sports uniforms and athletic wear across 14 sports (Baseball, Basketball, Cheer, Flag Football, Football, Golf, Hockey, Lacrosse, Soccer, Tennis, Track & Field, Volleyball, Wrestling, and Fastpitch). The product portfolio includes uniform categories (Sublimated, Deluxe, QuickTurn, 2-Ply Reversible, SFN Lite, Zone, Game Sub, Game Hybrid, Rhinestone Hybrid) and apparel/accessories (Hoodies, Joggers, Tech Tees, Shooting Shirts, Bags, Shorts, Leggings, Sports Bras, Fight Shorts, Cinch Sacks, Arm Sleeves, Team Flags). The company operates the PROLOOK Customizer platform for online uniform design, offering fabric options (Vapor Mesh, LTE Fit, BE Mesh, ETX Poly, BSB Poly, Stretch Woven) and decoration methods (Sublimation, Twill, Hybrid). Products are customizable through the online customizer tool and are manufactured with vertical integration controlling the entire production process from fabric milling to garment construction.

Differentiator

Problem solved

Functional benefit

Products and services

• Sublimated Uniform Fully custom sublimated team uniform with permanent full-color designs dyed into fabric across multiple fabric options, offered in men's, women's, and fastpitch variants and across 14 sports.
• Deluxe Uniform Classic team uniform with BSB Poly fabric and sewn-on tackle twill application details for a premium finish, available in men's baseball and women's fastpitch.
• QuickTurn Sublimated Uniform Fast turnaround sublimated uniform shipping in 7 days for youth, designed for time-sensitive league and tournament orders.
• 2 PLY Reversible Jersey and Shorts Reversible basketball jersey and shorts that can be worn inside-out for two different team looks in one garment.
• Fan Jersey Lightweight LTE Fit fan jersey with loose fit designed for spectators and supporters across baseball, fastpitch, and volleyball categories.
• SFN Lite Uniform Lightweight basketball uniform designed for club and travel teams.
• 2-Ply Reversible Uniform (Youth) Reversible basketball uniform built for youth players, leveraging the same inside-out construction as the adult 2-Ply line.
• Zone Uniform Basketball uniform configured with styling suited to zone play and team preference.
• SFN Twill Uniform Basketball uniform with SFN twill detailing for a premium-looking finished garment.
• Game Hybrid Uniform Cheer uniform combining sublimation and hybrid twill elements.
• Game Sub Uniform Fully sublimated cheer uniform built for game-day performance.
• Game Rhinestone Hybrid Uniform Women's cheer uniform with rhinestone accents and hybrid twill construction.
• Ace Uniform Women's volleyball uniform with performance-focused design.
• PROLOOK Customizer Online design platform for customizing team uniforms across all 14 sports with real-time design capabilities; awarded #1 in NSGA study for sublimation design platform technology.
• PROLOOK Cinch Sacks Fully customizable lightweight cinch sacks with 4-way stretch fabric, mesh backing, and adjustable drawcords.
• PROLOOK Fighting Shorts Wrestling fight shorts made with Pro Board Poly featuring a 4-inch side slit, drawstrings, elastic waistband, Velcro fly, and cool-wicking compression gusset.
• PROLOOK Performance Hoodie Performance hoodie crafted with poly fleece and brushed interior for warmth and comfort.
• PROLOOK Socks Customizable team socks designed to match team uniforms.
• Pro Stock Apparel Line Ready-to-order stock apparel including hoodies, joggers, scuba hoodies, sports bras, leggings, and raglan shirts that ship within days for quick replenishment.
• QuickStrike Private Label Manufacturing Private-label and contract sportswear manufacturing service for other brands including Nike, leveraging owned factories in the Philippines and China.

Named customers6 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

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Women's Pro Baseball League (WPBL)coreStrategic or Co-development Partner · 1 January 2025PROLOOK is the exclusive custom team uniform partner of the Women's Pro Baseball League (WPBL). PROLOOK provides uniforms for the WPBL's historic first Spring Training, a defining moment for women's baseball. The league's inaugural season features teams in New York, Boston, Los Angeles, and San Francisco.
• DICK'S Sporting GoodsflagshipChannel Partner/ Reseller/ Distributor · 1 January 2022PROLOOK became Dick's Sporting Goods' choice as exclusive custom team uniform partner. PROLOOK custom team uniforms are on display throughout all 900 stores nationwide. This is the company's largest distribution partnership.
• Manufacturing Facilities (Philippines and China)coreTechnology or Integration · 1 January 2021PROLOOK invested in two factories in China for retail and QuickTurn custom team apparel. Also operates factory in San Fernando, Philippines (PMP - WRAP and SLCP certified) and Clark Freeport, Philippines (BLB - sublimation expertise).

Scale indicators4 records

Recent moves15 records

Expansion highlights6 records

Direct peers

• Champion Teamwear (Hanesbrands): Champion Teamwear, part of Hanesbrands, is one of the largest custom team uniform and apparel providers in the U.S., serving scholastic, club, and collegiate teams with screen print and sublimation decoration — directly competitive with PROLOOK's core custom uniform offering.
• Augusta Sportswear Brands: Augusta Sportswear is a long-standing manufacturer and decorator of custom team uniforms and athletic apparel across multiple sports, with comparable product breadth (sublimation, twill, stock) and a similar wholesale/dealer distribution model.
• Alleson Athletic: Alleson Athletic specializes in custom sublimated and tackle twill team uniforms for baseball, basketball, football, and other sports, selling through dealers — a direct channel and product competitor to PROLOOK in the scholastic and youth custom uniform market.
• Badger Sport: Badger Sport manufactures custom decorated team apparel and athletic wear (sublimation, screen print) for schools, teams, and dealers, with overlapping product categories and a similarly broad sport coverage to PROLOOK.
• Holloway Sportswear: Holloway Sportswear produces custom team apparel, uniforms, and outerwear with decoration services for scholastic and collegiate teams, competing with PROLOOK on custom outerwear, warmups, and stock uniform programs.

Broad incumbents

• Russell Athletic: Russell Athletic is a heritage athletic apparel brand (now part of Fanatics) with a long-standing presence in team uniforms and licensed collegiate apparel, representing broader incumbency and brand recognition that competes for similar team and school customers as PROLOOK.
• Nike Team Sports: Nike Team Sports offers custom team uniforms and athletic apparel across a wide range of sports with deep brand recognition at the elite and collegiate level — an incumbents-with-overlap that competes most strongly at the higher end of PROLOOK's target market.
• Under Armour Team Uniforms: Under Armour produces custom team uniforms (notably baseball, basketball, football) through its UA Sportsmask and custom programs, with broader scale and brand presence that competes for premium team apparel budgets alongside PROLOOK.

Emerging players

• Boombah: Boombah is a custom uniform and athletic gear manufacturer (originally baseball/softball, now multi-sport) selling direct and through dealers — overlapping with PROLOOK's product and dealer-led distribution model but smaller and more concentrated in baseball/softball.

Others

• DICK'S Sporting Goods (house brands): DICK'S Sporting Goods is PROLOOK's exclusive channel partner and 900-store distribution backbone; it is also a potential competitor and parent-channel risk because it could in-source or rotate to a competing custom uniform supplier over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/prolooksports
• Instagraminstagram.com/prolooksports
• Pinterestpinterest.com/prolooksports
• Facebookfacebook.com/prolooksports
• LinkedInlinkedin.com/company/pro-look-sports-inc-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 PROLOOK SPORTS