Passion Sports

What Passion Sports does

Passion Sports Inc. is a privately held Canadian custom apparel decorator headquartered in Victoria, British Columbia, founded in 2006 and operating with 11-50 employees. The company sells customized apparel — t-shirts, jerseys, sweatshirts, jackets, hats, bags, and accessories from a catalog of 250+ products spanning 30+ brand partners including Nike, Under Armour, Champion, The North Face, Columbia, Redwood Classics Apparel, and FSG America — decorated in-house via screen printing (1-5 colours), embroidery (standard and puff/3D), and custom names/numbers. Its technology layer centers on a Webflow-based e-commerce storefront and a group-ordering platform that lets schools, organizations, and events launch their own custom-branded online stores, plus a rush production service with 3-business-day turnaround.

The business operates exclusively as a direct-to-consumer e-commerce retailer shipping Canada-wide (free on orders over $300), with no physical retail or third-party distribution. Pricing is unit-based with quantity discounts, a minimum of 8 items per order, quote-based decoration surcharges, and contact-required handling for orders over 250 items. Customer segments are segmented horizontally across schools, sports teams, events/charities/organizations, and corporate groups, with no disclosed anchor customers or enterprise contracts. Revenue is not publicly disclosed, there are no institutional funding rounds or M&A events on record, and no leadership changes are documented. The company emphasizes Made-in-Canada options and broad brand selection as its primary differentiators in a fragmented custom apparel market.

Name

Passion Sports

Legal name

Passion Sports Inc.

Website

https://passionsports.ca

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Passion Sports is a Victoria, BC-based custom apparel decorator selling screen-printed and embroidered branded clothing from 30+ brands to Canadian schools, sports teams, organizations, and corporate groups via a direct-to-consumer e-commerce platform with custom group ordering stores.

Ownership category

akta.pro rank

Product category

Custom Apparel Decoration

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Custom apparel decoration
• Screen printing services
• Custom embroidery services
• Team uniforms supplier
• Promotional apparel products

Headquarters

HQ city

Victoria

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Apparel Sales: Passion Sports generates revenue through the sale of customized apparel including t-shirts, jerseys, jackets, and accessories. They offer decoration services (screen printing, embroidery) added to base products. Revenue is primarily transaction-based with per-item pricing plus decoration costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Passion Sports supplies custom decorated apparel and promotional products to teams, schools, organizations, and events across Canada. It sells a catalog of more than 250 apparel items from 30+ brands (Nike, Under Armour, Champion, Russell Athletic, Authentic T-Shirt Company, Redwood Classics, Comfort Colors, KOI, FSG America, and others) and adds screen printing, embroidery, names and numbers, with rush and group-online-store ordering options available.

Product overview

Passion Sports is a Canadian custom apparel company offering a unified e-commerce platform with integrated decoration services. The core offering combines an online product catalog of over 250 apparel items from 30+ brands (including Nike, Under Armour, Authentic T-Shirt Company, Redwood Classics Apparel, Comfort Colors, Russell Athletic, Champion, KOI, FSG America, and others) with customization services including screen printing (1-5 colours), embroidery (standard and puff/3D), and custom names/numbers. The company operates from Victoria, BC and ships custom-decorated apparel across Canada with free shipping on orders over $300. Key product lines include team jerseys (basketball, football, baseball, hockey, rugby), performance apparel (Dri-Fit, Therma-FIT, DRI-Power), casual wear (t-shirts, sweatshirts, hoodies), outerwear (jackets, fleeces), and accessories (bags, backpacks, hats). The company also offers group ordering through custom online stores for schools, organizations, and events, plus rush order services for time-sensitive needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Screen Printing High-quality screen printing service applying custom designs to t-shirts, sweatshirts, and other apparel items; supports 1-5 colour prints on front and back. For groups, schools, teams, and organizations ordering customized apparel.
• Custom Embroidery Professional embroidery service for crests, hats, and garments, available in standard and puff/3D embroidery. For groups, sports teams, and corporate buyers needing branded apparel.
• Custom Names + Numbers Vinyl names and jersey numbers service for team apparel, available in small, large, printed, or embroidered styles. For sports teams needing personalized jerseys.
• Rush Orders Priority production and shipping service enabling orders to be printed and shipped in as little as 3 business days. For customers with time-sensitive event or season deadlines.
• Group Order Online Stores Custom branded online stores provided to schools, organizations, and events to sell custom apparel with integrated ordering and fulfillment. For groups coordinating distributed bulk orders.
• Custom T-Shirts Catalog of customizable t-shirts in adult, ladies, youth, and sleeveless variants from brands such as Nike, Under Armour, Authentic T-Shirt Company, Comfort Colors, Next Level, Gildan, M&O Knits, and Royal Apparel. For teams, schools, events, and corporate buyers.
• Custom Sweatshirts & Hoodies Decoration-eligible sweatshirts and hoodies including crewnecks, zip-ups, quarter zips, performance hoodies, and pullover styles from Nike, Under Armour, Authentic T-Shirt Company, Comfort Colors, Russell Athletic, Independent Trading Co., KOI, M&O Knits, and Redwood Classics Apparel. For schools, teams, and corporate buyers.
• Custom Team Jerseys Customizable team jerseys across sports including basketball, baseball, football, ice hockey, and rugby from FSG America, Under Armour, and Authentic T-Shirt Company. For sports teams needing decorated game-day uniforms.
• Custom Jackets, Polos & Performance Tops Decoration-eligible jackets, quarter zip pullovers, Dri-Fit and DRI-Power tops, and polos from Nike, Under Armour, Champion, Russell Athletic, Redwood Classics Apparel, and Augusta Sportswear. For corporate, team, and event apparel.
• Custom Pants & Shorts Decoration-eligible pants and shorts including DRI-Power closed bottom sweatpants, Jasper pants, mesh shorts, and reversible wicking shorts from Russell Athletic, Redwood Classics Apparel, Authentic T-Shirt Company, and Augusta Sportswear. For teams and activewear buyers.
• Custom Bags & Backpacks Decoration-eligible bags and backpacks including duffels, backpacks, totes, sling bags, fanny packs, hip packs, and cinch packs from Nike, KOI, Under Armour, and Authentic T-Shirt Company. For teams, schools, and corporate buyers.
• Custom Hats & Toques Decoration-eligible headwear including snapback trucker caps, R-Flex caps, mountain beanies, and knit toques from New Era, The North Face, Richardson Sports, and Sportsman. For teams, events, and corporate buyers.

Quantifiable outcome

• Free shipping on orders over $300 anywhere in Canada
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CustomInk: CustomInk is a US-based direct-to-consumer custom apparel platform offering screen printing and embroidery on t-shirts, team uniforms, and group apparel. It is the most direct competitor to Passion Sports, with a much larger US catalog and brand; both serve schools, teams, and organizations through online group ordering.
• SquadLocker: SquadLocker is a team apparel and equipment platform that provides custom online stores for schools, leagues, and teams to manage their gear purchasing. It is a direct peer in the custom team-apparel e-commerce and online-store model that differentiates Passion Sports.
• Underground Printing: Underground Printing is a US custom apparel and screen-printing company with multiple physical production locations serving colleges, Greek life, and organizations. Comparable to Passion Sports in core custom-decoration services and institutional customer base, though larger and US-focused.
• BlueCotton: BlueCotton is an online custom apparel retailer specializing in screen printing and embroidery for groups, schools, and businesses. It mirrors Passion Sports' model of selling decorated apparel through an e-commerce storefront with group-order capabilities.
• Logo Sportswear: Logo Sportswear is a US-based custom apparel and promotional products retailer offering decorated clothing and accessories for businesses, teams, and groups. It is comparable to Passion Sports in serving corporate/team buyers through a decorated-apparel e-commerce platform.
• Rush Order Tees: Rush Order Tees is a US online custom apparel company that emphasizes fast turnaround (same-day, next-day production) on screen-printed and embroidered apparel. It is a direct peer to Passion Sports' rush-services value proposition, with a comparable service-led custom apparel model.

Emerging players

• Team Sportsware: Team Sportsware is a custom team uniform and apparel specialist serving youth, school, and club teams with decorated jerseys and spirit wear. Comparable to Passion Sports' sports-team segment, though more narrowly focused on team uniform production.
• Boathouse Sports: Boathouse Sports is a US team apparel manufacturer and retailer producing custom uniforms and performance wear for rowing, crew, and other team sports. It is comparable to Passion Sports' team-sports custom apparel focus, but as a vertically integrated brand rather than a multi-brand decorator.

Regional players

• Broken Arrow Wear: Broken Arrow Wear is a Western Canada-based custom apparel and promotional products company serving businesses, teams, and events with screen printing and embroidery. It is a regional comparable to Passion Sports, competing in the same Canadian market with a similar decoration services model.

Broad incumbents

• 4imprint: 4imprint is a large North American promotional products distributor offering decorated apparel, drinkware, and accessories to businesses and organizations. It is a broad incumbent comparable to Passion Sports on the corporate/groups segment, though it operates at much larger scale and across a broader product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ps_customapparel
• Xx.com/passionsports
• Facebookfacebook.com/PassionSportsINC

Revenue estimate

Valuation estimate

Number of profiles

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 Passion Sports