Easton
Easton is a 100-year-old baseball and softball equipment brand, operating under Rawlings Sporting Goods (a Newell Brands subsidiary), that designs and sells bats, gloves, protective gear, and apparel across youth, travel ball, college, slowpitch, and senior-league segments via direct e-commerce and retailers led by Dick's Sporting Goods.
- Company typePrivate
- Founded1922
- HeadquartersVan Nuys, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Easton does
Easton is a Van Nuys, California-based sporting-goods brand that designs and manufactures baseball, fastpitch softball, and slowpitch softball equipment, operating since 1922 and currently as a brand within Rawlings Sporting Goods, which is itself a subsidiary of Newell Brands (NASDAQ: NWL). The company employs 51-100 people and sells through its own e-commerce site at easton.rawlings.com alongside major sporting-goods retail (most notably a flagship partnership with Dick's Sporting Goods) and specialty channels such as D-Bat Stores and the SidelineSwap trade-in program. Customer segments are primarily individual players and families across youth, travel ball, high school, college, slowpitch, and senior softball leagues.
Easton's core product architecture is built around bats — anchored by the Ghost fastpitch franchise (Ghost OG, Ghost Unlimited, Ghost Advanced), the Hype Fire and Dub baseball lines, plus MAV1, Typhoon, Havoc, Tantrum, Empire, Fire Fly, and Sundae Slammer families — and complemented by gloves (Professional Collection, Signature Series, Tournament Elite), protective equipment (Z50 batting helmets, catcher's gear, Hellcat slowpitch protection, TPE/monoflex sliding mitts), apparel, batting gloves, bags, and accessories. Underlying technology centers on proprietary aluminum and alloy compositions (ALX100 and ALX50 Performance Alloys), carbon-fiber composite barrel constructions, and safety-engineered protective structures. Products are certified for BBCOR, USSSA, USA, and SSUSA league play, and Easton runs custom build-to-order programs for fastpitch gloves and Z50 helmets.
Easton's revenue model is hardware unit-sales across entry ($149.99 and below), mid ($249.99-$349.99), and premium ($399.99-$499.99) price tiers, with accessories from $9.99 to $84.99. Go-to-market combines event-driven promotions (College World Series), drop-culture limited releases with Dick's Sporting Goods (Spring Break Collection, March 2026), influencer collaborations, Team Easton NCAA/Youth advisory programs, and direct e-commerce supplemented by BNPL (Afterpay, Klarna, Affirm) and free shipping above $35. Cause-marketing and limited-edition collaborations (Easton x Happiness Project, American Classic 250th birthday collection, Spring Break) extend brand reach into lifestyle and youth-sports access segments.
Easton firmographics
Firmographics- Name
- Easton
- Legal name
- Easton (brand owned by Rawlings Sporting Goods)
- Website
- https://easton.rawlings.com
- Company type
- Private
- Founded year
- 1922
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Easton is a 100-year-old baseball and softball equipment brand, operating under Rawlings Sporting Goods (a Newell Brands subsidiary), that designs and sells bats, gloves, protective gear, and apparel across youth, travel ball, college, slowpitch, and senior-league segments via direct e-commerce and retailers led by Dick's Sporting Goods.
- Ownership category
- akta.pro rank
Easton industry classification
Industry- Product category
- Baseball and Softball Sporting Goods
- NAICS
- Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Sporting & Athletic Goods, Nec (3949), Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- Baseball & Softball Equipment Retail (CRAMAEAA)
- akta.pro secondary industries
- Team Sports Equipment & Apparel Distribution (CRAOAJAA), Team Sports Equipment & Uniforms Retail (CRAMABAE), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF), Team Sports & On-Field Performance Apparel (CRAAAEAE)
Keywords
Where Easton is headquartered
LocationHeadquarters
- HQ city
- Van Nuys
- HQ country
- United States
- HQ region
- North America
Markets served
Easton business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Bat Sales: Core revenue stream from baseball, fastpitch, and slowpitch bats across multiple certifications and price points.
- Gloves and Protective Equipment: Gloves for baseball, fastpitch, and slowpitch along with batting helmets, catcher's gear, and sliding mitts.
- Apparel and Accessories: Baseball pants, shorts, shirts, jackets, hats, batting gloves, bags, and sunglasses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Bats (Ghost, Hype Fire series) |
| Unit Pricing | Pay-as-you-go | Mid-Range Bats (Dub, Mav series) |
| Unit Pricing | Pay-as-you-go | Entry-Level Bats (Typhoon, Havoc) |
| Unit Pricing | Pay-as-you-go | Gloves |
| Unit Pricing | Pay-as-you-go | Batting Gloves |
| Unit Pricing | Pay-as-you-go | Protective Equipment (Helmets) |
| Unit Pricing | Pay-as-you-go | Apparel |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Easton product offering
Product offeringCore offering
Easton manufactures and sells baseball and softball sporting goods, with its core offering centered on bats across multiple certifications (BBCOR, USSSA, USA, SSUSA), complemented by gloves, batting helmets, catcher's gear, sliding mitts, batting gloves, equipment bags, apparel, and accessories. The brand sells premium composite lines (Ghost, Hype Fire), mid-tier and value alloy lines (Dub, MAV1, Tantrum, Empire), and USA-certified youth bats (Typhoon, Havoc) directly to players, parents, and coaches via its e-commerce site and through sporting goods retailers.
Product overview
Easton is a sports equipment manufacturer specializing in baseball, fastpitch softball, and slowpitch softball gear. The product portfolio is organized around several core bat lines (Ghost, Hype Fire, Dub, MAV1, Tantrum, Empire) complemented by protective equipment (Z50 helmets, catcher's gear, Hellcat protective), gloves (Professional Collection, Signature Series), apparel, bags, and accessories. The brand utilizes a multi-tier architecture with flagship performance lines (Ghost, Hype Fire), value/accessibility lines (Typhoon, Havoc, MAV1), and limited-edition collaborations (Spring Break Collection with Dick's Sporting Goods, Happiness Project mental health awareness line). Custom build-to-order programs for fastpitch gloves and batting helmets allow personalization. The brand operates under Rawlings Sporting Goods parent company and distributes primarily through e-commerce and Dick's Sporting Goods retail partnership.
Differentiator
Problem solved
Functional benefit
Brands
- Ghost: Fastpitch and baseball bat series featuring Ghost OG, Ghost Unlimited, and Ghost Advanced models.
- Hype Fire
- Walk-Off Ethos
- Spring Break Collection
- Easton x Happiness Project
Products and services
- Ghost Bat Series Flagship fastpitch softball bat series featuring Ghost OG, Ghost Advanced, and Ghost Unlimited models with advanced composite barrel technology for elite-level fastpitch performance.
- Hype Fire Bat Series High-performance baseball bat series available in USSSA, BBCOR, USA, and Jr Big Barrel certifications, designed for explosive pop and balanced swing weight.
- Dub Bat Series USSSA-certified baseball bat series delivering powerful performance with balanced swing characteristics for competitive travel and club ball players.
- MAV1 Bat Series Entry-to-intermediate level baseball bat series including the MAV1 Flash USSSA model, designed for developing players with lightweight swing characteristics.
- Tantrum Slowpitch Bat Series Slowpitch softball bat series available in 1-piece and 2-piece constructions with balanced swing options for recreational and competitive slowpitch play.
- Typhoon Youth Baseball Bat USA-certified youth baseball bat with ALX100 Performance Alloy construction, sized at -12 drop for young players building swing mechanics.
- Havoc Youth Baseball Bat USA-certified youth baseball bat with ALX50 Performance Alloy, featuring a lightweight balanced -10 drop design for developing hitters.
- Empire Slowpitch Bat Series
- Fire Fly Fastpitch Bats
- Sundae Slammer Bat Series
- Professional Collection Gloves
- Signature Series Gloves
- Walk-Off Ethos Batting Gloves
- MAV GT Batting Gloves
- Z50 Batting Helmets
- Hellcat Protective Gear
- Catcher's Gear
- Spring Break Collection Limited-edition seasonal collection featuring retro-inspired designs applied across bats, gloves, apparel, bags, and accessories for baseball and softball.
- Easton x Happiness Project Collection
- American Classic Collection
- Custom Fastpitch Gloves
- Custom Batting Helmets
- 5-Tool Phenom Equipment Bags
- Walk-Off Ethos Backpack
- Easton Signal Coach Wristband
- Easton 419 Sport Shield Sunglasses
- Spring Break Sliding Mitt Protective sliding mitt featuring TPE energy-absorbing lattice structure and monoflex carbon fiber plate designed to prevent finger jams and hyperextension during base sliding.
- Bat Trade-In Program
Quantifiable outcome
- Products certified for play across BBCOR, USSSA, USA, and SSUSA leagues
Companies that use Easton
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Easton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Easton partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship, core and minor.
- Dick's Sporting GoodsflagshipEaston and Dick's Sporting Goods launched a drop culture strategy for sports retail, utilizing sneaker-culture-style limited-edition product drops. The partnership includes exclusive bats, gloves, bags, and accessories in coordinated releases, supported by digital content and influencer collaborations.
- Happiness ProjectcoreEaston partnered with Happiness Project to create a unique line of products to bring awareness to mental health in sports. The collection includes hats, hoodies, shirts, and accessories featuring Happiness Project's iconic smiley logo. 15% of every purchase goes towards supporting Goods Sports which drives equitable access in youth sports.
- Goods SportsminorGoods Sports is the beneficiary of 15% of Easton x Happiness Project collection proceeds, supporting equitable access in youth sports and physical activity for children in high-need communities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Easton competitors and assessment
Company assessmentDirect peers
- Mizuno: Global sporting goods brand with strong baseball/softball bat, glove, and cleat lines. Comparable to Easton in fastpitch and baseball equipment breadth, and in tournament/pro-team distribution channels.
- Worth: Sibling brand under Rawlings specializing in slowpitch softball bats and equipment. Most direct Easton competitor in the slowpitch segment, sharing distribution and parent-company resources.
- Louisville Slugger: Iconic baseball bat manufacturer (owned by Wilson Sporting Goods) competing head-to-head with Easton in BBCOR, USSSA, and USA-certified bats across all price tiers. Most direct comparable in wood, alloy, and composite bat segments.
- DeMarini: Premium baseball and slowpitch bat brand (Wilson Sporting Goods) competing directly with Easton's Hype Fire and Ghost franchises. Closely aligned on composite bat technology, sponsor-led marketing, and tournament distribution.
- Miken: Sibling Rawlings brand focused on slowpitch softball bats. Direct competitor to Easton's Tantrum and Empire slowpitch lines, especially in USSSA and SSUSA certified categories.
- Marucci: Wood and metal bat manufacturer known for elite-player endorsements (e.g., MLB stars). Competes directly with Easton in BBCOR and USSSA segments and has been gaining share via aggressive athlete partnerships.
Others
- Under Armour: Performance athletic apparel and footwear brand with baseball/softball-specific cleat, apparel, and glove lines. Adjacent competitor in on-field apparel and accessories where Easton's Walk-Off Ethos and apparel lines compete.
Broad incumbents
- Wilson Sporting Goods: Large incumbent owner of Louisville Slugger, DeMarini, EvoShield, and A2000. Competes broadly across baseball/softball equipment categories with deeper pockets and a wider sport portfolio than Easton.
- Rawlings: Parent brand of Easton within the Rawlings/Newell portfolio. Competes broadly across baseball and softball gloves, protective equipment, and bats as the larger incumbent in diamond sports.
Emerging players
- Axe Bat: Innovative baseball/softball bat brand differentiated by its patented axe-shaped handle. Competes for share in BBCOR and USSSA segments with a strong ergonomic/handle-positioning value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Easton social profiles
Digital presenceEaston financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easton leadership team
Management profileNumber of profiles
Easton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easton 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 Easton
What does Easton do?
Easton manufactures and sells baseball and softball sporting goods, with its core offering centered on bats across multiple certifications (BBCOR, USSSA, USA, SSUSA), complemented by gloves, batting helmets, catcher's gear, sliding mitts, batting gloves, equipment bags, apparel, and accessories. The brand sells premium composite lines (Ghost, Hype Fire), mid-tier and value alloy lines (Dub, MAV1, Tantrum, Empire), and USA-certified youth bats (Typhoon, Havoc) directly to players, parents, and coaches via its e-commerce site and through sporting goods retailers.
Is Easton a public or private company?
Easton is a private company. It is classified as corporate owned and is currently operating.
When was Easton founded?
Easton was founded in 1922. It employs 51 to 100 people.
Where is Easton based?
Easton is headquartered in Van Nuys, United States, in the North America region.
How does Easton make money?
Three revenue lines are on record. Bat Sales are the primary driver. The others are gloves and Protective Equipment and apparel and Accessories.
Who are Easton's main competitors?
Direct peers on record are Mizuno, Worth, Louisville Slugger, DeMarini, Miken and Marucci. Under Armour is listed as an others. Broad incumbents are Wilson Sporting Goods and Rawlings. Axe Bat is listed as an emerging player.
Does Easton have an API?
No public API is recorded for Easton.
What industry is Easton in?
Easton's product category is Baseball and Softball Sporting Goods. Its primary akta.pro industry code is CRAMAEAA, Baseball & Softball Equipment Retail, with a secondary code of CRAOAJAA, Team Sports Equipment & Apparel Distribution. Its NAICS code is 45911 and its SIC code is 3949.