Pro Image Sports

What Pro Image Sports does

Pro Image Sports is a privately held, founder-owned specialty retailer of officially licensed sports merchandise, established in 1985 by Chad and Kevin Olsen in Salt Lake City, Utah. The company sells jerseys, hats, apparel, and collectibles across the "Big Four" U.S. professional leagues (NFL, NBA, MLB, NHL), NCAA collegiate programs, and international national teams including World Baseball Classic and FIFA World Cup merchandise. Its product catalog spans Nike-manufactured jerseys (Game, Replica, Limited, Stadium Player styles), Mitchell & Ness Hardwood Classics and throwback collections, New Era hats (59FIFTY, 9FIFTY, 9SEVENTY, 9FORTY lines), branded apparel (hoodies, windbreakers, varsity jackets, throw blankets), and accessories ranging from tumblers and water bottles to Stanley Cup replicas and panoramic prints. Customization services for jerseys and gift cards supplement the core assortment.

The company operates a dual-channel distribution model combining a direct-to-consumer e-commerce platform at proimagesports.com with over 160 franchise and company-owned retail stores across the United States, from Los Angeles to New York. The underlying technology consists of a standard e-commerce storefront with integrated payment processing (Stripe, PayPal), marketing analytics (Google Analytics, Meta Pixel, Google Ads), shipping protection (Route), and accessibility overlays (accessiBe, UserWay). Corporate operations are headquartered in Centerville, Utah.

The business model is franchisor-plus-DTC retail, generating revenue through one-time merchandise sales at unit price points of $35.99 to $199.99+, franchise fees and wholesale margins from independent store operators, and seasonal/team-specific promotions tied to league calendars and major sporting events. The company is bootstrapped with no evidence of external equity investment, and growth has been achieved through franchise network expansion over four decades rather than capital-intensive scaling.

Name

Pro Image Sports

Legal name

Pro Image Sports

Website

https://proimagesports.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Pro Image Sports is a privately held, founder-owned specialty retailer founded in 1985 that sells officially licensed NFL, NBA, MLB, NHL, NCAA, and international team merchandise through 160+ franchise stores across the U.S. and a direct-to-consumer e-commerce platform, serving sports fans nationwide.

Ownership category

akta.pro rank

Product category

Licensed Sports Merchandise Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)

akta.pro secondary industries

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Licensed sports merchandise
• Team apparel retail
• Sports fan gear
• Jerseys and hats
• Sports memorabilia

Headquarters

HQ city

Centerville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Merchandise Sales: One-time sale of sports merchandise including jerseys, hats, apparel, and accessories for NFL, NBA, MLB, NHL teams. Products sold at varying price points from $39.99 to $199.99+ per item.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Pro Image Sports is a U.S. retailer of officially licensed sports merchandise — including jerseys, hats, apparel, accessories, and memorabilia — for the NFL, NBA, MLB, NHL, NCAA, and selected international teams. The company sells through 160+ franchise-operated brick-and-mortar stores and its own direct-to-consumer e-commerce site, proimagesports.com, with on-demand customization for jerseys and seasonal event-driven merchandising tied to major leagues and tournaments.

Product overview

Pro Image Sports is a licensed sports merchandise retailer operating since 1985 from Salt Lake City, with over 160 physical store locations across the United States and a comprehensive e-commerce platform. The company offers officially licensed merchandise for the 'Big Four' major U.S. sports leagues—NFL, NBA, MLB, and NHL—plus NCAA collegiate teams and international country teams. The core product portfolio centers on jerseys (Nike Game, Mitchell & Ness Hardwood Classics, Nike Replica, Nike Limited, Stadium Player, and Swingman styles), hats (New Era 59FIFTY Fitted, 9FIFTY A-Frame Snapback, 9SEVENTY Stretch-Snap, and 9FORTY Trucker Adjustable), team apparel (T-shirts, hoodies, windbreakers, varsity jackets, track jackets, throw blankets), and accessories/collectibles (tumblers, mugs, water bottles, keychains, Stanley Cup replicas, panoramic pictures). The Mitchell & Ness vintage collection provides throwback and Hardwood Classics merchandise. The company also operates a franchise program enabling independent store ownership, and maintains a sale/clearance section for discounted items. Sales channels include physical retail stores, online e-commerce, and franchisee-operated locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Jerseys Officially licensed sports jerseys across NFL, NBA, MLB, and NHL leagues, including Nike Game, Mitchell & Ness Hardwood Classics Swingman, Nike Replica, Nike Limited, Nike Stadium Player, and youth jersey styles for sports fans and collectors.
• Hats Officially licensed sports hats including New Era 59FIFTY Fitted, 9FIFTY A-Frame Snapback, 9SEVENTY Stretch-Snap, and 9FORTY A-Frame Trucker Adjustable styles across NFL, NBA, MLB, NHL, and NCAA teams.
• Team Apparel Officially licensed team-branded clothing including T-shirts, hoodies, fleece pullovers, windbreaker jackets, varsity jackets, track jackets, full-zip jackets, reversible bomber jackets, and throw blankets for sports fans.
• NCAA Team Merchandise Officially licensed college sports merchandise covering NCAA teams including the Texas Longhorns and other collegiate programs.
• International Country Team Gear Officially licensed international sports merchandise for national teams including the Dominican Republic, Puerto Rico, Venezuela, Mexico, and other countries, including World Baseball Classic and FIFA World Cup items.
• Accessories and Novelty Items Officially licensed sports collectibles and accessories including tumblers, pint glasses, bistro mugs, Hydra water bottles, tailgater tumblers, keychains, banners, mascot statues, jewelry collector hat pins, Stanley Cup replicas, framed panoramic pictures, headrest covers, and mini hover helmets.
• Mitchell & Ness Collection Vintage and throwback sportswear collection including Hardwood Classics Swingman jerseys, throwback full-zip windbreaker jackets, washed fleece varsity jackets, and pullover fleece hoodies featuring historical team designs for collectors and nostalgic fans.
• Gift Cards Pro Image Sports gift cards that can be purchased online and redeemed at proimagesports.com, with online balance check functionality for existing cards.
• Youth Sports Merchandise Youth and children's sized officially licensed sports apparel including jerseys, hoodies, and other gear sized for younger fans.
• Customize-a-Jersey Service Customization service offered on NBA, MLB, NHL, and NFL jerseys that lets fans personalize their purchase with custom names and numbers at the point of sale.
• Pro Image Sports Franchise Program Franchise opportunity program enabling entrepreneurs to own and operate an individual Pro Image Sports retail store, offering the established brand, a proven operating model, exclusive merchandise access, and operational support and training.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

One partnership is on record.

• NikecoreTechnology or IntegrationNike supplies officially licensed jerseys and apparel products sold through Pro Image Sports locations and website. Nike products include NFL, NBA, and MLB replica jerseys, hoodies, and athletic wear.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Fanatics: Dominant online retailer of officially licensed sports merchandise across NFL, NBA, MLB, NHL, NCAA, and international leagues. Directly competes with Pro Image Sports across the same league-licensed assortment but with superior scale, vertical integration into licensing, and a digital-first model.
• Lids: Specialty retailer of licensed sports headwear and apparel with a mall-based, multi-hundred-store footprint. Directly comparable to Pro Image Sports in licensed hats (New Era 59FIFTY, 9FIFTY), jerseys, and team apparel, with similar reliance on mall foot traffic and licensed assortment.
• Rally House: Multi-store retailer of officially licensed sports merchandise for professional and college teams with a regional store model across the Midwest and South. Closely comparable to Pro Image Sports on licensed assortment, local-store identity, and team-fandom-driven customer base.
• Tailgate Clothing: Sports-themed apparel and fan gear brand offering officially licensed products across major US leagues. Comparable to Pro Image Sports on licensed team apparel assortment and fan-fandom use cases, though operating with a more brand-direct and DTC-leaning model.

Broad incumbents

• Dick's Sporting Goods: Largest US sporting goods retailer offering licensed NFL/NBA/MLB/NHL merchandise alongside equipment, footwear, and outdoor goods. Overlaps with Pro Image Sports on licensed fan apparel and headwear, but operates a much broader assortment and significantly larger footprint.
• Hibbett Sports: Multi-store sporting goods retailer (now under JD Sports ownership) carrying licensed team apparel and footwear alongside athletic equipment. Comparable on licensed merchandise categories but with a broader assortment targeting small and mid-sized US markets.
• Champs Sports: Foot Locker-owned mall-based sporting goods retailer specializing in athletic footwear, apparel, and licensed team gear. Comparable to Pro Image Sports on licensed apparel, mall-based distribution, and youth/streetwear customer segments.

Regional players

• Modell's Sporting Goods: Former Northeast US sporting goods chain (now defunct post-2020 bankruptcy) that historically competed head-to-head with Pro Image Sports on licensed fan apparel, hats, and team gear in mall and urban formats. Included as a historical regional peer that shaped Pro Image Sports' competitive set.

Emerging players

• Mitchell & Ness: Vintage and throwback sportswear brand (owned by Fanatics) offering Hardwood Classics jerseys and heritage apparel. Comparable to Pro Image Sports on the throwback/collectibles slice of the assortment and increasingly competing through DTC channels.
• New Era Cap: Headwear manufacturer and retailer operating its own flagship stores selling officially licensed MLB, NFL, NBA, and NHL hats. Comparable to Pro Image Sports on the licensed hat category (59FIFTY, 9FIFTY, 9FORTY) and competes through both wholesale supply and DTC channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/proimagesports
• Facebookfacebook.com/proimagesports
• LinkedInlinkedin.com/company/pro-image-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Pro Image Sports