Easton

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.

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

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

• Baseball bats
• Softball equipment
• Batting gloves
• Protective helmets
• Catcher's gear

Headquarters

HQ city

Van Nuys

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bat Sales: Core revenue stream from baseball, fastpitch, and slowpitch bats across multiple certifications and price points.
2. Gloves and Protective Equipment: Gloves for baseball, fastpitch, and slowpitch along with batting helmets, catcher's gear, and sliding mitts.
3. Apparel and Accessories: Baseball pants, shorts, shirts, jackets, hats, batting gloves, bags, and sunglasses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered flagship, core and minor.

• Dick's Sporting GoodsflagshipChannel Partner/ Reseller/ Distributor · 31 March 2026Easton 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 ProjectcoreStrategic or Co-development PartnerEaston 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 SportsminorOthersGoods 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

Direct 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

• Xx.com/eastonslowpitch
• Facebookfacebook.com/eastonbaseball
• LinkedInlinkedin.com/company/eastondiamondsports

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 Easton