323 Sports

What 323 Sports does

323 Sports (legal entity 323 Sports LLC) is a privately held team sports dealer and custom apparel manufacturer headquartered in Garner, North Carolina, founded around 2015 by co-owners Mike Paramore and Keith Rogers. The company produces and distributes custom uniforms, team gear, spirit wear, backpacks, face masks, and PE apparel for K-12 schools, private academies, small colleges, JROTC programs, booster clubs, and corporate clients across all 50 U.S. states. Its core technical capability is in-house sublimation printing, which enables full customization without proportional cost increases and supports two owned brands: the premium 323 Custom line (positioned against Nike, Adidas, and Under Armour with a 4-6 week turnaround) and the value-tier Good Game line (priced up to 70% below the major brands).

The company operates a hybrid go-to-market model combining a nationwide network of dedicated field sales representatives with a self-serve e-commerce platform. Its Online Team Store product is offered in two formats: a free 2-week flash store (for fundraising campaigns) and a 24/7 year-round store (with a $75 per-design setup fee and a 10% sales kickback to the host school). Revenue is generated primarily through one-time custom uniform and apparel sales, supplemented by $55 team pack bundles, $500 branding/logo packages, transaction-fee income from team stores, and ancillary merchandise. Distribution is augmented by channel partnerships with Christian school associations (AACS, FACCS, TACS), grassroots basketball organizations (Big Shots, SEAAS), and disability sports nonprofits (Bridge 2 Sports), which provide access to member schools and athletic programs. The company is fully founder-owned with no institutional investment, operates with 1-10 employees, and has no disclosed revenue or AI/ML capabilities.

Name

323 Sports

Legal name

323 Sports LLC

Website

https://323sports.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

323 Sports is a privately held, founder-owned custom sports apparel and equipment manufacturer headquartered in Garner, North Carolina, serving K-12 schools, Christian academies, small colleges, JROTC programs, booster clubs, and corporate clients across all 50 U.S. states via two owned brands, Good Game and 323 Custom.

Ownership category

akta.pro rank

Product category

Team Sports Apparel & Equipment

NAICS

Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYCRAAAEAE

Team Sports & On-Field Performance Apparel

Consumer Products & Retail/Apparel, Footwear & Accessories/Athleisure & Performance Wear

SECONDARYCRAMABAE

Team Sports Equipment & Uniforms Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAOAJAA

Team Sports Equipment & Apparel Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Sporting Goods, Outdoor & Recreation Distribution

SECONDARYCRAMAOAE

Fan Apparel & Wearables Retail (Licensed)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Keywords

• Custom sports uniforms
• Sublimated team apparel
• School athletics gear
• Team sports dealer
• Online team store platform

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Custom Uniform Sales: Sale of custom sublimated uniforms and apparel to schools, teams, and organizations. Includes 323 Custom premium line and Good Game value line.
2. Team Pack Sales: Pre-configured team packs starting at $55, including hoodie, tee, long sleeve, and shorts with print included. Serves athletic departments with affordable bundled options.
3. Online Team Store Platform: Provides free online store setup for schools to sell spirit wear. Schools mark up prices to earn margin on sales. 24/7 stores incur $75 setup fee per design.
4. Branding Services: Logo design and branding packages for schools and organizations starting at $500. Includes branding guidelines and specifications.
5. Custom Gear (Backpacks, Apparel): Custom backpacks starting at $65, custom face masks starting at $5.95, and various branded merchandise.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels11 records

Core offering

323 Sports is a team sports dealer that designs, manufactures, and distributes custom sublimated uniforms, apparel, and equipment for schools, athletic programs, booster clubs, JROTC units, and corporate clients. The company sells two in-house brands — Good Game (value brand comparable to Champion/Russell/Badger) and 323 Custom (premium sublimated brand comparable to Nike/Adidas/Under Armour) — and provides a free online team store platform for spirit wear and fundraising.

Product overview

323 Sports is a team sports dealer offering a portfolio of custom apparel and equipment products centered around two in-house brands: Good Game (value-brand uniforms comparable to Champion, Russell, Badger with up to 70% savings) and 323 Custom (premium sublimated uniforms comparable to Nike, Adidas, Under Armour). The company complements its branded products with e-commerce services (Online Team Stores in Flash or 24/7 formats), budget team pack bundles ($55 Team Packs), and custom merchandise (backpacks, face masks). Additional offerings include corporate apparel, branding services for schools, and spirit wear. The portfolio spans uniforms, equipment, team gear, accessories, coaching gear, and PE uniforms across all major sports.

Differentiator

Problem solved

Functional benefit

Brands

• Good Game: Value brand offering really good uniforms at really good prices, comparable to Champion, Russell, or Badger with more customization options at lower costs.
• 323 Custom
• Good Game Backpacks

Products and services

• Good Game Uniforms (Value Brand) In-house value-brand line of customizable team uniforms and apparel offering quality comparable to Champion, Russell, and Badger at significantly reduced prices (up to 70% less than Nike and Adidas). Features full sublimation customization without cost increases.
• 323 Custom (Premium Sublimated Uniforms) Premium sublimated uniform brand offering high-quality fully custom uniforms for every sport with 4-6 week turnaround, free shipping, and buy-12-get-1-free promotion. Comparable to Nike, Adidas, and Under Armour quality at better prices.
• Online Team Stores

Quantifiable outcome

• Good Game brand offers up to 70% cost savings compared to big brands like Nike and Adidas
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Southeast All-American Sports (SEAAS)coreGTM or Marketing Partner · 1 May 2020Up-and-coming sports event organization that assists student-athletes across the country with the college recruiting process through showcases and events.
• Florida Association of Christian Colleges and Schools (FACCS)coreGTM or Marketing Partner · 28 January 2020Oldest state-level association of Christian schools in the nation. Voluntary organization serving Christian schools throughout Florida.
• Big ShotscoreGTM or Marketing Partner · 17 January 2020Partnership with one of the biggest names in grassroots basketball. Nearly 1/3 of NBA rosters are Big Shots alumni. Collaboration includes discounted Adidas footwear and exclusive Big Shots Packages featuring private uniform line. 323 Co-owner Keith Rogers called it an honor to partner with such an influential basketball community.
• Bridge 2 SportsminorOthers · 21 November 2019Non-profit helping disabled youth and adults Find the Player Within through adapted sports including wheelchair basketball, air rifle, archery, cycling, fishing, kayaking, golf, and volleyball. 323 helped outfit their wheelchair basketball teams with new uniforms.
• Tennessee Association of Christian Schools (TACS)coreGTM or Marketing Partner · 7 October 2019Part of the larger American Association of Christian Schools. Executive Director Randy Scallions praised 323's dedication to service and quality products at affordable prices.
• Vs CancerminorOthers · 9 September 2019Foundation founded by former UNC baseball alum Chase Jones after 6-year bout with brain cancer. Signature national fundraising campaigner for Pediatric Brain Tumor Foundation. 323 supports this organization that helps young people fight childhood cancer.
• Bethlehem Christian AcademyminorStrategic or Co-development Partner · 9 July 2019Signed 5-year deal with Adidas America through 323 Sports for exclusive branding and uniform partnership. First of its kind for the private school near Athens, GA.
• Welch CollegeminorStrategic or Co-development Partner · 19 March 2019Signed 5-year agreement to solely use 323 Custom line for all athletic uniforms. Located in Nashville, TN.
• American Association of Christian Schools (AACS)coreGTM or Marketing Partner · 1 January 2019National organization representing Christian schools. TACS is part of this larger association that signed agreement with 323 in January 2019.
• National Hoops MinistriesminorStrategic or Co-development Partner · 13 November 2018Basketball outreach under West Gate Baptist Church in Spartanburg, SC founded in 2004 by Mike Washer. 323 is a company partner supporting this sports ministry.
• Badger SportswearcoreTechnology or Integration · 27 August 2017Manufacturer based in Statesville, NC. 323 uses Badger products in their Elite Team Packs. Badger is known for quality, innovation, variety, and value with state-of-the-art testing facilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Under Armour Team Sports: Premium performance apparel brand competing directly with 323 Custom at the upper price tier across school and club sports programs.
• Nike Team (BSN partnership): Global athletic apparel leader whose team-sports line competes head-to-head with 323 Sports' 323 Custom premium tier through authorized dealer networks like BSN.
• Adidas Team Sports: Global athletic apparel incumbent serving schools and teams; 323 Sports even re-sells an Adidas gear line through its Bethlehem Christian Academy partnership.

Direct peers

• SquadLocker: Online custom team apparel platform with free team stores and direct-to-athlete fulfillment. Direct overlap with 323 Sports' online store model and custom uniform offering for schools and youth sports.
• BSN Sports: Dominant U.S. school-sports distributor carrying Nike, Under Armour, and Adidas team apparel via a dedicated rep network. Directly competes for the same K-12/college athletic department budgets that 323 Sports targets.
• Augusta Sportswear: Manufacturer of custom team apparel and uniforms (including the Sport-Tek brand) sold through decorators and dealers. Comparable to 323 Sports' in-house Good Game and 323 Custom manufacturing with sublimation capability.
• Badger Sportswear: Statesville, NC-based team apparel manufacturer that supplies 323 Sports' Elite Team Packs. A peer in custom apparel manufacturing and a key supply-chain partner.

Emerging players

• Custom Ink: Custom apparel platform serving teams, schools, and corporate groups with online design tools and fulfillment. Overlaps with 323 Sports on custom decoration, team stores, and group ordering workflows.
• Boombah: Custom team uniforms and gear with in-house sublimation, strong in baseball/softball/fastpitch, expanding into other sports. Comparable custom-apparel direct-to-team model and growing school/league footprint.
• Richardson Sports: Custom headwear and team apparel manufacturer popular with athletic and outdoor programs. Relevant peer for 323 Sports' branded hats and caps sub-segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/323sports
• YouTubeyoutube.com/@323sports7
• Facebookfacebook.com/323sports
• Instagraminstagram.com/323sports
• TikToktiktok.com/@323sports

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 323 Sports