O'Neills
O'Neills is an Irish-owned sportswear manufacturer and retailer founded in 1918 that sells apparel, equipment, and custom teamwear for GAA, rugby, soccer, and other sports through oneills.com, Irish retail stores, and its iCreate B2B platform serving thousands of clubs globally.
- Company typePrivate
- Founded1918
- HeadquartersDublin, Ireland
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What O'Neills does
O'Neills (O'Neills Irish International Sports Co. Ltd.) is an Irish-owned sports apparel manufacturer and retailer founded in 1918, headquartered in Dublin, Ireland, with 1,001-5,000 employees. The company's core offering spans sportswear, equipment, and teamwear for GAA, rugby, soccer, basketball, boxing, hockey, netball, and other sports, anchored by official county jerseys for all 32 Irish GAA counties and proprietary branded collections such as Tempus, Strive, Raptor (men) and Luma, Hero, Ember, Luxe (women). It operates two go-to-market motions in parallel: a direct-to-consumer e-commerce platform at oneills.com with international shipping and physical retail stores in Ireland, and a B2B teamwear motion via the iCreate (ClubShops) customization platform serving thousands of clubs, schools, and organizations globally across markets including Ireland, the UK, USA, Australia, Canada, the Middle East, and Asia.
The company's technology surface is centered on the e-commerce storefront and the iCreate/ClubShops customization platform, which enables bespoke kit design and ordering for sports organizations. Marketing and distribution leverage social channels (Instagram, TikTok, Facebook, YouTube, X), an email newsletter with a 10% subscriber discount, and the O'Neills+ loyalty program that awards points on purchases with a 50-point sign-up bonus. The business model is primarily one-time retail product sales (jerseys priced €38-€83, shorts €23-€28, training tops ~€36) plus B2B custom teamwear orders, with free delivery offered on orders over €50. The company also retails third-party footwear from Asics, Skechers, Under Armour, and Saucony, and has executed cultural marketing collaborations including a limited edition jersey with Irish band Kodaline.
Customer segments span GAA clubs and counties, rugby union and league clubs, soccer clubs, schools and universities, and individual consumer personas across men, women, and kids. No revenue, funding rounds, acquisitions, AI/ML capabilities, or leadership team details are disclosed in the available source material, which limits forward-looking analysis. The company carries the "Guaranteed Irish" certification, holds no patents or trademarks in the disclosed record, and operates without a mobile app, API, or documented AI capability, with no third-party evidence of M&A activity, restructuring, or regulatory actions.
O'Neills firmographics
Firmographics- Name
- O'Neills
- Legal name
- O'Neills Irish International Sports Co. Ltd.
- Website
- https://oneills.com
- Company type
- Private
- Founded year
- 1918
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- O'Neills is an Irish-owned sportswear manufacturer and retailer founded in 1918 that sells apparel, equipment, and custom teamwear for GAA, rugby, soccer, and other sports through oneills.com, Irish retail stores, and its iCreate B2B platform serving thousands of clubs globally.
- Ownership category
- akta.pro rank
O'Neills industry classification
Industry- Product category
- Sportswear Manufacturing
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (459110)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
- akta.pro secondary industries
- Team & School Athletic Uniforms Retail (CRAMACAJ), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK)
Keywords
Where O'Neills is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Markets served
O'Neills business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Direct sales of sports apparel and equipment through e-commerce website and retail stores. One-time purchase model for individual consumers purchasing jerseys, shorts, footwear, and accessories.
- Teamwear/Custom Orders: Custom teamwear orders for clubs, schools, and organizations with bespoke designs and branding through the iCreate platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual sports apparel items (jerseys, shorts, tops, footwear) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
O'Neills product offering
Product offeringCore offering
O'Neills manufactures and sells Irish sportswear and teamwear, including official GAA county jerseys for all 32 Irish counties, branded apparel collections for men, women, and children (Tempus, Strive, Raptor, Hero, Luma, Ember, Luxe), retro and heritage jerseys, and a wide range of sports equipment across Gaelic games, rugby, soccer, hockey, and more. The company also operates an online customization platform (iCreate / ClubShops) that enables sports clubs and schools to design and order bespoke teamwear, complemented by the O'Neills+ loyalty program for individual consumers.
Product overview
O'Neills is a proudly Irish sports apparel and teamwear company offering a comprehensive portfolio of products. The core offering includes official GAA county jerseys and merchandise for all 32 Irish counties, available in men's, women's, and children's sizes. The company's own branded collections include the Tempus, Strive, Raptor, and Hero lines for men, and the Luma, Hero, Ember, and Luxe collections for women. Teamwear customization is enabled through the ClubShops/iCreate platform, allowing sports clubs to design personalized merchandise. Beyond apparel, O'Neills supplies a wide range of sports equipment across Gaelic games, rugby, soccer, running, swimming, tennis, and hockey. The company operates a loyalty program (O'Neills+) and sells footwear from third-party brands including Asics, Skechers, Under Armour, and Saucony.
Differentiator
Problem solved
Functional benefit
Products and services
- GAA County Jerseys Official county team jerseys for all 32 Irish GAA counties, available in men's, women's, and kids' sizes with home, away, and retro design variants.
- Men's Branded Apparel Collections O'Neills-owned men's sportswear collections including Tempus, Strive, and Raptor lines offering training tops, shorts, half-zip midlayers, and performance apparel.
- Women's Branded Apparel Collections O'Neills-owned women's sportswear collections including Luma Shorts, Hero Shorts, Ember, and Luxe lines offering training shorts, tops, activewear, and premium styles.
- Kids' Sportswear Children's sportswear including sets, t-shirts, shorts, hoodies, half-zips, leggings, coats, hats, and socks. Kids' footwear is offered across infants (sizes 5-9), junior (10-2), and youth (3-6), plus kids' football boots.
- iCreate / ClubShops Custom Teamwear Platform Online customization platform that allows sports clubs, schools, and organizations to create and order personalized teamwear and merchandise with bespoke designs and branding.
- GAA Equipment Gaelic football, hurling, and camogie equipment including balls, helmets, gloves, mouth guards, protective gear, Gaelic shorts, and Gaelic socks.
- Multi-Sport Equipment Range Wide range of sports equipment across multiple disciplines including rugby, soccer, running, swimming, tennis, hockey, and gym equipment, plus sports supports, straps, and water bottles.
- Retro & Heritage Jerseys Heritage-style commemorative jerseys celebrating Irish sporting history, including county retro jerseys and the 1916 Heritage Commemoration Jersey.
- Half & Half County Jerseys Custom combination jerseys featuring two different county designs combined in one garment for GAA supporters.
- Footwear (Third-Party Brands) Third-party branded footwear from Asics, Skechers, Under Armour, and Saucony, offered across men's, women's, and kids' categories.
- O'Neills+ Loyalty Program Customer loyalty program rewarding members with points for purchases and account creation, with a sign-up bonus of 50 points and subscriber-exclusive perks.
Companies that use O'Neills
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles4 records
O'Neills technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
O'Neills partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
O'Neills competitors and assessment
Company assessmentEmerging players
- Castore: Premium British sportswear brand rapidly expanding into teamwear partnerships with football, rugby, and cricket clubs. Emerging competitor to O'Neills in premium team kits with stronger digital-first execution.
Broad incumbents
- Puma: Global sportswear company with football, rugby, running, and training categories overlapping O'Neills' product mix. Broader incumbent with wider geographic reach and brand spend.
- adidas: Global sportswear giant with broad teamwear, training, and equipment offerings across football, rugby, and running. Comparable to O'Neills at the sport-category level but with vastly greater scale.
- Nike: Global sportswear leader with teamwear partnerships and direct competition in training apparel and footwear. Operates across all sports O'Neills addresses but as part of a much broader portfolio.
Direct peers
- Macron: Italian teamwear manufacturer supplying bespoke kits and equipment to football, rugby, basketball, and other sports clubs across Europe and beyond. Directly comparable to O'Neills' iCreate model and multi-sport club focus.
- Gilbert Rugby: Iconic rugby ball and equipment manufacturer with teamwear and apparel offerings for rugby clubs globally. Comparable to O'Neills' sports equipment and teamwear bundle for rugby customers.
- Kukri Sports: UK-based teamwear and custom kit supplier serving clubs, schools, and national governing bodies across multiple sports. Competes head-to-head with O'Neills in the B2B custom teamwear market.
- Canterbury of New Zealand: Heritage teamwear manufacturer specializing in rugby and multiple sports apparel with strong B2B club supply and DTC channels. Highly comparable to O'Neills as a multi-sport national-heritage brand serving clubs globally.
- Hummel: Danish sportswear brand with heritage in football and team sports, supplying kits and equipment to clubs internationally. Comparable to O'Neills as a heritage-rooted multi-sport teamwear brand.
Regional players
- Lifes2good (Vertex/Fitzone brand ecosystem adjacent) - Elverys Sports: Ireland's largest sports retailer carrying multiple brands and offering teamwear services. Comparable as a domestic sports retail competitor in Ireland, though broader assortment and less teamwear-specialized than O'Neills.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
O'Neills social profiles
Digital presenceO'Neills financial estimates
Financial estimateRevenue estimate
Valuation estimate
O'Neills leadership team
Management profileNumber of profiles
O'Neills funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
O'Neills M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about O'Neills
What does O'Neills do?
O'Neills manufactures and sells Irish sportswear and teamwear, including official GAA county jerseys for all 32 Irish counties, branded apparel collections for men, women, and children (Tempus, Strive, Raptor, Hero, Luma, Ember, Luxe), retro and heritage jerseys, and a wide range of sports equipment across Gaelic games, rugby, soccer, hockey, and more. The company also operates an online customization platform (iCreate / ClubShops) that enables sports clubs and schools to design and order bespoke teamwear, complemented by the O'Neills+ loyalty program for individual consumers.
Is O'Neills a public or private company?
O'Neills is a private company. It is classified as family owned and is currently operating.
When was O'Neills founded?
O'Neills was founded in 1918. It employs 1,001 to 5,000 people.
Where is O'Neills based?
O'Neills is headquartered in Dublin, Ireland, in the Europe region.
How does O'Neills make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are teamwear/Custom Orders.
Who are O'Neills's main competitors?
Castore is listed as an emerging player. Broad incumbents are Puma, adidas and Nike. Direct peers are Macron, Gilbert Rugby, Kukri Sports, Canterbury of New Zealand and Hummel. Lifes2good (Vertex/Fitzone brand ecosystem adjacent) - Elverys Sports is listed as a regional player.
Does O'Neills have an API?
No public API is recorded for O'Neills.
What industry is O'Neills in?
O'Neills's product category is Sportswear Manufacturing. Its primary akta.pro industry code is CRAMABAE, Team Sports Equipment & Uniforms Retail, with a secondary code of CRAMACAJ, Team & School Athletic Uniforms Retail. Its NAICS code is 33992 and its SIC code is 3949.