Liddle's Sports and Apparel

What Liddle's Sports and Apparel does

Liddle's Sports and Apparel is a privately held, locally owned custom sports apparel and uniform provider headquartered at 100 NE Tudor Rd. #111 in Lee's Summit, Missouri, operating continuously since 1968 when founder Normal Liddle opened a hunting and fishing store. The company has evolved over multiple decades into a specialist in custom team uniforms, spirit wear, business apparel, sports equipment, and promotional products for schools, leagues, businesses, churches, and nonprofit organizations across the Kansas City Metropolitan Area and the broader Midwest. Its customer base is anchored by local Lee's Summit-area high schools (Lee's Summit HS, Lee's Summit North HS, Lee's Summit West HS, Summit Christian Academy, Blue Springs South HS, Lone Jack HS) and extends to UMKC and various community organizations.

The core technology is fully integrated in-house apparel decoration, spanning five production methods: screen printing, embroidery, direct-to-film (DTF) printing, Versa printing for non-apparel items (stickers, banners, decals), and sublimation for seamless jersey designs. The company also offers a custom online team store builder service that hosts ordering portals for schools, leagues, and businesses, plus online equipment retail stores (including a tax-exempt storefront) for balls, protective gear, stadium equipment, and accessories. Supply is enabled through 70+ apparel and equipment brand partnerships, including Adidas, Under Armour, Champro, Rawlings, Wilson, Richardson, Starter, and The Game, with embedded custom builder tools from major manufacturers embedded into the website.

The business model operates on a quote-based, unit-priced revenue structure across multiple streams: custom apparel sales (one-off orders and team uniform packages), sports equipment resale, printing and embroidery services, custom online store management, business and corporate apparel, and specialty items/promotional products. Go-to-market is hybrid: a 12+ person dedicated direct sales force (including specialized roles for school/business accounts, a St. Louis area rep, a graphic designer, an embroidery specialist, and an online store builder) supplemented by a physical retail storefront and online equipment shop. Marketing channels are predominantly direct sales relationships, physical flyers, an email newsletter, and a digital catalog — no active social media presence is identified. Pricing is quote-based rather than publicly disclosed, with promotional reference points such as Richardson custom hats at $15.90 (minimum 48), basketball uniform sets at $100-$110, and Adidas fleece crew at $34.99.

Name

Liddle's Sports and Apparel

Legal name

Liddle's Sports and Apparel

Website

https://liddlesports.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Liddle's Sports and Apparel is a privately held, locally owned custom sports apparel, uniform, and equipment provider serving schools, leagues, businesses, and organizations across the Kansas City Metropolitan Area and Midwest since 1968, with in-house decoration and dedicated field sales.

Ownership category

akta.pro rank

Product category

Custom Sports Uniforms and Apparel

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK)

Keywords

• Custom team uniforms
• Sports apparel decoration
• Screen printing services
• Custom embroidery services
• Sports equipment retail

Headquarters

HQ city

Lee's Summit

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Apparel Sales: Sale of custom sports uniforms, team apparel, warm-ups, practice gear, and spirit wear. Revenue generated from one-off orders and team uniform packages across multiple sports including football, basketball, baseball, wrestling, volleyball, soccer, cheer, and track. Also includes lettermen jackets with in-house embroidery.
2. Sports Equipment Sales: Resale of sports equipment and accessories including balls, protective gear, stadium equipment (bleachers, scoreboards, nets, goals), whistles, scorebooks, athletic tape, mouthpieces, and more through online equipment stores.
3. Printing and Embroidery Services: Decoration services using screen printing, embroidery, DTF printing, sublimation, and Versa printing applied to customer-provided or company-sourced apparel and items. Revenue from service fees embedded in custom apparel orders.
4. Custom Online Store Management: Manages custom online stores for organizations where individuals purchase their own items. Handles artwork creation, apparel ordering, decoration, and fulfillment. Revenue model embedded in store operations.
5. Business and Corporate Apparel: Custom apparel and branded merchandise for businesses including workwear for trade crews (landscapers, HVAC, plumbers, painters, construction), office/hospitality staff apparel, and event/event branding items.
6. Specialty Items and Promotional Products: Custom banners (up to 60x84 inches), wall decals, promotional items (water bottles, lanyards, pens, notepads), stickers with quantity discounts, and giveaways for teams and businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Liddle's Sports and Apparel is a custom sports uniforms and apparel provider serving schools, leagues, businesses, and individuals across the Kansas City Metropolitan Area and Midwest. The company designs, decorates, and fulfills custom team uniforms, spirit wear, lettermen jackets, business apparel, and specialty/promotional items entirely in-house using screen printing, embroidery, DTF, Versa, and sublimation methods. It also operates an e-commerce equipment store and builds custom online team stores for organizations.

Product overview

Liddle's Sports and Apparel is a locally owned custom sports uniforms and apparel provider serving teams, schools, and businesses across the Kansas City area and Midwest since 1968. The company offers two core product lines: Custom Team Uniforms & Spirit Wear covering baseball, softball, basketball, football, wrestling, volleyball, soccer, cheer, track and field; and Business Apparel & Corporate Branding for workplace and event branding. Core services include in-house Custom Decoration Methods (screen printing, embroidery, DTF printing, Versa printing, sublimation), Custom Specialty Items & Promotional Products (banners, wall decals, stickers, drinkware), and Sports Equipment & Supplies. The company provides additional value through Custom Builder Tools (partnered with brands like Adidas, Champro, Cliff Keen, Dynamic, Momentec, Rawlings, Richardson, Starter, The Game, and Under Armour), Online Equipment Stores for retail and tax-exempt purchasing, Lettermen Jackets with in-house embroidery, and Custom Online Stores enabling direct-to-consumer ordering for organizations. All production is handled in-house with design, printing, embroidery, and quality control managed by the company.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Team Uniforms & Spirit Wear Custom sports uniforms and spirit wear for teams across Kansas City and the Midwest, covering sports including baseball, softball, basketball, football, wrestling, volleyball, soccer, cheer, and track and field. Includes game uniforms, warm-ups, practice gear, fan/spirit wear, and lettermen jackets. Designed for schools, leagues, clubs, and organizations from rec leagues through college.
• Business Apparel & Corporate Branding Custom business apparel and corporate branding solutions including workwear for trade crews (landscapers, HVAC, plumbers, painters, construction), office and hospitality attire, and event branding for organizations. Includes branded merchandise and promotional items for companies.
• Sports Equipment & Supplies
• Custom Specialty Items & Promotional Products
• Custom Decoration Services
• Lettermen Jackets
• Custom Online Stores
• Online Equipment Stores

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AdidascoreTechnology or IntegrationMajor apparel brand partner. Offers custom uniform builder tool allowing customers to design their own Adidas uniforms. Provides sublimated uniform options through the Adidas Custom platform.
• ChamprocoreTechnology or IntegrationSports equipment and uniform manufacturer. Offers custom sublimated uniform builder on Liddle's website. Provides game and practice uniforms.
• Cliff KeencoreTechnology or IntegrationWrestling apparel specialist. Offers custom sublimated singlet builder through their platform. Key partner for wrestling uniform needs.
• Dynamic Team SportscoreTechnology or IntegrationCustom uniform builder platform. Integrated into Liddle's website for customer uniform design. Supports multiple sports.
• RawlingscoreTechnology or IntegrationBaseball and softball equipment brand. Custom locker builder platform for team stores. Provides collegiate and amateur baseball/softball gear.
• RichardsoncoreTechnology or IntegrationHeadwear manufacturer. Custom hat builder integrated on Liddle's website. Offers custom caps and headwear with team logos.
• StartercoreTechnology or IntegrationSports apparel and uniforms brand. Custom builder available for Starter uniforms. Offers varsity jackets and team apparel.
• The GamecoreTechnology or IntegrationHeadwear and apparel brand. Custom design studio available for team headwear. Part of hat special promotions.
• Under ArmourcoreTechnology or IntegrationAthletic apparel and equipment brand. Custom uniform builder for Under Armour team uniforms. Provides performance apparel.
• Momentec BrandscoreTechnology or IntegrationParent company for Augusta Sportswear and Pacific Headwear. Custom uniform builder available. Provides wide range of athletic apparel.
• Yong's AlterationsminorOthersRecommended alteration shop in Lee's Summit for patch sewing on lettermen jackets. Long-term associate for quality patch application.
• Joy's Tailor ShopminorOthersRecommended alteration shop in Lee's Summit for patch sewing on lettermen jackets. Alternative partner for quality patch application.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Boombah: Manufacturer and direct retailer of custom team apparel and sports equipment with strong focus on youth, school, and club sports. Comparable to Liddle's in combining custom uniform production with equipment retail under one roof.
• SquadLocker: Custom online team store and uniform platform serving schools, clubs, and leagues nationwide with integrated design, ordering, and fulfillment. Closest direct competitor to Liddle's custom online team store offering, operating at greater scale and with proprietary technology.
• CustomInk: National online platform for custom apparel and team/group decoration, serving schools, leagues, businesses, and events. Directly comparable in custom team uniform and apparel fulfillment, though at much larger scale and without Liddle's physical storefront and in-house production.

Broad incumbents

• Under Armour Team: Brand-direct custom team uniform builder from a major athletic apparel company; integrated into Liddle's site as "Under Armour Custom Builder." Comparable at the brand-custom platform level for the same school, league, and team customers.
• BSN Sports: Largest direct-to-team sports equipment and uniform distributor in the U.S., serving schools and leagues nationwide. Overlaps Liddle's in team uniforms and equipment but operates at vastly greater scale with a national sales force and broader catalog.
• Riddell All-American: Major football equipment and uniform brand serving scholastic and youth football programs nationwide. Adjacent comparable in football-specific team equipment and uniforms, though operating as a brand-direct incumbent rather than a local decorator.
• Champion Teamwear: Long-standing custom teamwear manufacturer and supplier of collegiate and school athletic apparel. Comparable in custom team uniforms and athletic apparel, though operating as a national brand rather than a local decorator/retailer.
• Adidas Team Custom: Brand-direct custom team uniform builder from a global athletic apparel leader — actually integrated into Liddle's site as the "Adidas Custom Builder." Comparable platform-level play competing for the same school and league uniform orders but at brand-direct scale.
• Nike Team Sports: Major athletic brand with extensive custom team uniform programs for schools, clubs, and leagues. A broader incumbent competing for the same team-uniform wallet share that Liddle's pursues through its partner-brand builders.

Others

• Rawlings (MyLocker 360): Major baseball/softball equipment brand whose MyLocker 360 custom team store platform is integrated into Liddle's site as the "Rawlings Custom Builder." Comparable as an upstream supplier whose brand-direct platform competes with Liddle's own custom-store offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/liddlesports

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Liddle's Sports and Apparel