MILLS

What MILLS does

MILLS, legally PT. Mitra Kreasi Garmen, is an Indonesian sportswear brand founded in 2000 and headquartered in Jakarta Barat. The company designs, manufactures, and distributes athletic footwear, apparel, and accessories across football/futsal, running, sportstyle, basketball, sandals, and accessories, and holds licensing rights for DC Comics-branded products featuring Superman, Batman, Flash, and Joker. Its business model combines owned retail — 32 stores across Indonesia — with a Shopify-powered direct-to-consumer e-commerce site, social commerce, and a B2B/wholesale channel that supplies institutional buyers and licensed merchandise.

MILLS operates an endorsement- and partnership-driven marketing model. It is the official sportswear partner of the Indonesian National Football Team and the National Olympic Committee of Indonesia, holds kit deals with domestic clubs such as Pelita Jaya and Bhayangkara FC, and has extended international club partnerships to Dender FC (Belgium) and Tranmere Rovers FC (UK). A SEA Games 2025 collaboration supports broader regional visibility.

The company's core technology stack is standard for a mid-market consumer brand: Shopify for commerce, multi-channel fulfillment, and a wholesale-fulfillment program serving institutional sports buyers. MILLS is a private company with no disclosed revenue, headcount, or funding history in the available input. The strategic posture mixes domestic scale-build (store count, SKU breadth, licensed product line) with selective international brand activation (club deals, regional event partnerships), characteristic of an Indonesian-origin sports brand competing in tier-2 and tier-3 cities against global incumbents.

Name

MILLS

Legal name

PT. MITRA KREASI GARMEN

Website

https://mills.co.id

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

MILLS (PT. Mitra Kreasi Garmen) is an Indonesian sportswear brand founded in 2000 that designs and retails footwear, apparel, and accessories across football, running, sportstyle, basketball, and licensed DC Comics lines, selling through 32 domestic retail stores, Shopify e-commerce, and wholesale channels.

Ownership category

akta.pro rank

Product category

Sports Apparel & Footwear

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Sports apparel
• Athletic footwear
• Football jerseys
• Running shoes
• Sports accessories

Headquarters

HQ city

Indonesia

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Retail: Company operates direct-to-consumer sales through owned retail stores and online e-commerce platform. Products are sold directly to end consumers across multiple channels including physical retail locations and online storefront.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

MILLS (PT. Mitra Kreasi Garmen) designs, manufactures, and retails sports apparel, athletic footwear, and sports accessories covering football/futsal, running, basketball, and sportstyle/lifestyle categories for men, women, and kids. The company distributes through 32 owned retail stores across Indonesia, a Shopify-based online storefront, social commerce, and wholesale channels, and additionally produces licensed co-branded products such as DC Comics merchandise and national team/club jerseys.

Product overview

MILLS (PT. Mitra Kreasi Garmen) is an Indonesian sports apparel brand offering a comprehensive sportswear portfolio covering footwear, apparel, and accessories for football/futsal, running, basketball, and sportstyle/lifestyle use across men, women, and kids segments. The product lineup includes proprietary technology running shoes (Hypercharge, Enercharge, Enerpro, Dynaplate, Enerstrike, Enermax, Treximo), football/futsal footwear (Astro, Triton, Xyclops, Enzo, Flame, Oxy, Vulcan, Ryu), and licensed character merchandise (DC Comics Superman, Batman, Flash, Joker). MILLS also produces club team jerseys for Indonesian and international sports clubs, national team apparel for TIM Indonesia and SEA Games 2025, and maintains a B2B wholesale program. The company operates primarily as an e-commerce retailer powered by Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• Football and Futsal Footwear Football and futsal shoes offered in FG (firm ground), IN (indoor), Turf, and Street variants. Models include Astro, Triton, Xyclops, Enzo, Voltasala, Voltapro, and the Non Silo line, sold to football/futsal players and athletes in Indonesia.
• Running Footwear Running shoes built on proprietary technology lines including Hypercharge, Enercharge, Enerpro, Dynaplate, Enerstrike, Enermax, and Treximo, marketed to runners and active lifestyle consumers.
• Sportstyle (Lifestyle) Footwear Lifestyle athletic shoes including Revolt, Ultras, Tripoli, and Non Silo branded sportstyle footwear for casual everyday wear.
• Sandals Sport sandals designed for casual and athletic use.
• Football Jerseys and Apparel Football (sepakbola) jerseys, shorts, and related apparel including BBS 2.0, Star, Fox, Aura, Carra, Spyro, Hyena Polytee 2.0, Arsén, Flame 2.0, plus player editions for athletes such as Marc Klok and Sandy Walsh.
• Running Apparel Running-specific clothing including Rivora running shirts, tank tops, t-shirts, running shorts, and vests, plus women's running tank tops, tees, shorts, sport bras, and leggings.
• Sportstyle and Basketball Apparel Athletic casual wear (track jackets Kurf 3.0, Drei, Dynamic 5.0, Revenge; polos Quatro, Revenge 4.0/5.0, Enver 2.0/3.0, Force; cotton t-shirts; underlayer/baselayer; shorts; pants; windbreakers; hoodies; varsity jackets; vests) and basketball jerseys/shorts for men.
• Sportstyle, Running, and Football Accessories Backpacks, tote bags, sling bags, waistbags, travelling bags, gym bags, suitcases, pouches, wallets, lanyards, socks (quarter, no-show, ankle, overcalf, shinguard), caps, hats, tumblers, keychains, head/wrist bands, soft flasks, running belts, waterbladders, size 4 and 5 footballs, and shinguards.
• DC Comics Licensed Character Products Licensed DC Comics character merchandise including Superman, Batman, The Flash, and Joker themed t-shirts, hoodies, running shirts, and jackets for men, women, and kids.
• Sports Club Jersey Collaborations Co-branded club team kits including football clubs (Dender FC, Tranmere Rovers FC, Bhayangkara FC, Persita FC, Sulut United FC, Nusantara FC), basketball clubs (Pelita Jaya, KBS / Kesatria Bengawan Solo), and futsal clubs (Cosmo JNE, FAFAGE Banua).
• National Team and SEA Games 2025 Collections Official TIM Indonesia (Komite Olímpico Nacional Indonesia) apparel and SEA Games 2025 licensed merchandise featuring national athlete endorsements such as Sandy Walsh and Marc Klok.
• B2B Wholesale and Store Partnership Program Business-to-business wholesale and store partnership program offering MILLS products to retailers and distributors in Indonesia.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• League: Indonesian sportswear and streetwear brand with comparable multi-channel distribution; targets similar Indonesian active-lifestyle consumers and competes directly in sportstyle and athletic apparel.
• Erigo: Indonesian sportswear and lifestyle brand rapidly scaling across Southeast Asia; competes for the same Indonesian youth active-lifestyle consumer and has expanded aggressively via e-commerce and retail.
• Aerostreet: Indonesian footwear brand with broad sportstyle/lifestyle positioning and viral marketing; comparable mid-market Indonesian consumer base and similar pricing tier to MILLS footwear.
• Brodo: Indonesian footwear brand offering sportstyle/lifestyle shoes; comparable Indonesia-focused brand-building playbook and overlapping sportstyle customer base.
• Specs: Leading Indonesian sports footwear and apparel brand with strong domestic retail footprint; directly competes with MILLS in football, running, and sportstyle segments among Indonesian active-lifestyle consumers.

Broad incumbents

• Adidas Indonesia: Global sportswear incumbent operating actively in Indonesia across running, football, and lifestyle; competes for the same Indonesian active-lifestyle wallet as MILLS with stronger technology positioning.
• Puma Indonesia: Global sportswear brand with established Indonesia presence across running, football, and sportstyle; competes with MILLS particularly in football-inspired lifestyle and running footwear.
• Nike Indonesia: Global sportswear leader with deep Indonesia retail, marketing, and athlete endorsement investment; competes with MILLS in running and football but with vastly broader portfolio and budget.

Regional players

• 361 Degrees: Chinese sportswear brand with active Southeast Asia distribution; competes in the value-to-mid-tier running and football footwear segments where MILLS also positions.
• Li-Ning: Chinese-origin sportswear brand with growing Southeast Asia presence; comparable focus on football, running, and sportstyle in Asian emerging markets and potential Indonesia expansion competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@millssportid
• Instagraminstagram.com/millssportid
• TikToktiktok.com/@millssportid
• LinkedInlinkedin.com/company/millssportid

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 MILLS