Sneakers Plus

What Sneakers Plus does

Sneakers Plus is a family-owned custom apparel and footwear retailer founded in 1979 and headquartered in Wall Township, New Jersey. The company operates two physical storefronts — one in Wall and one in Flemington, NJ — selling branded footwear, apparel, and team uniforms to walk-in consumers, while separately serving businesses, schools, and sports teams under the SP Custom Gear brand.

The company's underlying capability is in-house production: screen printing, embroidery, and laser engraving, all performed on-site rather than outsourced. This in-house stack supports a custom online store platform (spcustomgear.store) that allows organizations to deploy branded merchandise portals for ordering uniforms, spirit wear, corporate apparel, varsity jackets, and onboarding kits. The platform supports product categories across multiple brand partners, including Under Armour, New Balance, and unbranded blanks, and accommodates small to mid-volume orders with no stated minimums or setup fees.

Sneakers Plus operates a hybrid revenue model: transactional retail sales at its two NJ showrooms, quote-based B2B bulk orders for custom-decorated apparel, and recurring revenue from hosted online stores that automate reorders for repeat organizational buyers. Customers range from individual consumers to SMBs, K-12 schools, athletic programs, and corporate accounts, with B2B shipping extending nationwide from its New Jersey base. The business is privately held, has not raised outside funding, and operates with a reported headcount of approximately 20 employees.

Name

Sneakers Plus

Legal name

SP Custom Gear

Website

https://sneakersplus.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned custom apparel and retail business operating in New Jersey since 1979, running two storefronts and an in-house printing, embroidery, and laser-engraving operation that serves businesses, schools, and sports teams nationwide through the SP Custom Gear brand.

Ownership category

akta.pro rank

Product category

Custom Apparel Services and Athletic Footwear Retail

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Athletic & Performance Footwear Retail (CRAAADAA)

Keywords

• Custom apparel printing
• Custom embroidery services
• Team uniform fulfillment
• Athletic footwear retail
• Corporate branded merchandise

Headquarters

HQ city

Flemington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Footwear and Apparel Sales: One-time sale of branded footwear and sports apparel to individual consumers at two retail locations in New Jersey. Revenue is generated per transaction with no recurring component. Includes professional fitting services as part of the purchase experience.
2. Custom Printing and Embroidery Services: Custom decoration of apparel through printing, embroidery, and laser engraving performed in-house. Revenue generated per order with pricing based on quantity, complexity, and branding requirements. No setup costs or hidden fees are charged. Services support both individual items (varsity jackets) and bulk team/business orders.
3. B2B Corporate and Team Apparel Programs: Bulk orders of custom-printed or embroidered corporate apparel, team uniforms, and school spiritwear. Special pricing offered for bulk quantities. Includes corporate merchandise, employee onboarding packages, and employee gifts.
4. Custom Online Store Subscriptions/Platform Fees: Provides password-protected custom online stores for businesses, schools, and teams. Clients use these web portals to distribute branded merchandise to their members. Revenue model for the store platform is implied as part of the overall B2B service offering.
5. Uniform Manufacturing and Fulfillment: Manufactures and fulfills team uniforms including jerseys, warm-ups, and sports-specific gear. Offers Quickturn (fast turnaround), Under Armour, New Balance, and unbranded uniform lines across 10+ sports categories. Includes fulfillment services for online stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sneakers Plus / SP Custom Gear is a family-owned New Jersey business (founded 1979) that operates two physical retail showrooms selling branded athletic footwear and sports apparel, alongside an in-house custom apparel decoration operation providing printing, embroidery, and laser engraving for businesses, schools, and sports teams. The company also builds and manages password-protected custom online stores for B2B clients and offers fully customized varsity jackets and team uniforms (including Quickturn, Under Armour, New Balance, and unbranded lines across 10+ sports). All decoration and manufacturing is performed in-house at the Flemington, NJ facility with no minimum order requirements.

Product overview

SP Custom Gear (operating as Sneakers Plus) is a family-owned business since 1979 offering a comprehensive custom apparel and merchandise platform. The company provides in-house custom printing, embroidery, and laser-engraving services with no minimums, alongside branded online store solutions and bulk ordering capabilities. Their product portfolio includes varsity jackets, team uniforms (Quickturn, Under Armour, New Balance, and unbranded options), corporate apparel, footwear, and patches. The company operates custom online stores/web portals for businesses, schools, and teams, and manufactures all products at their New Jersey facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Printing Service

Quantifiable outcome

• No setup costs and no hidden fees — all quotes are all-inclusive

Named customers4 records

Segments3 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

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• 4imprint: 4imprint is a leading promotional products and custom apparel distributor selling decorated merchandise to businesses, schools, and teams nationwide. Its B2B catalog model with bulk ordering, decoration services, and account management closely mirrors SP Custom Gear's enterprise field sales motion and no-minimums approach.
• Custom Ink: Custom Ink is a national direct-to-consumer custom apparel and printing platform serving groups, businesses, schools, and teams with online design tools and bulk ordering. It is the most direct competitor to SP Custom Gear's B2B printing and team uniform business, with a comparable target buyer (organizations purchasing branded merchandise in volume).
• Boathouse Sports: Boathouse Sports manufactures and sells custom team uniforms and athletic apparel directly to schools, clubs, and teams. It is a direct peer in the team uniform and Quickturn-style custom apparel space, offering comparable in-house manufacturing and branded apparel programs.
• SquadLocker: SquadLocker provides custom online team stores and uniform fulfillment for schools, leagues, and clubs. It directly competes with SP Custom Gear's password-protected web portal offering, targeting the same school and sports team buyer with similar spiritwear, fundraising, and bulk order capabilities.
• Champion Teamwear: Champion Teamwear is a custom team apparel and uniform provider leveraging the Champion brand for schools, youth leagues, and athletic organizations. It competes head-to-head with SP Custom Gear's Under Armour, New Balance, and unbranded uniform lines, with similar bulk order pricing and team store support.
• Play It Again Sports: Play It Again Sports is a national franchise of local sporting goods stores selling new and used athletic equipment, apparel, and footwear. It is a direct peer in the community-based athletic retail space, comparable to Sneakers Plus's two-store retail model serving individual consumers with personalized service.
• Game One: Game One (formerly Eastbay Team Sales) supplies custom team uniforms, footwear, and equipment to high schools, colleges, and athletic programs. It is a direct peer in the team uniform and B2B athletic apparel space, with a comparable focus on multi-sport outfitting and institutional accounts.

Broad incumbents

• Champs Sports: Champs Sports is a national athletic footwear and apparel retailer operating primarily mall-based stores under the Foot Locker umbrella. It competes with Sneakers Plus's retail athletic footwear business, but as a broad incumbent with a national footprint and limited custom/B2B services.
• Dick's Sporting Goods: Dick's Sporting Goods is the largest U.S. sporting goods retailer operating hundreds of stores nationwide with broad athletic footwear, apparel, and team sports categories. It is a broad incumbent that competes with Sneakers Plus on athletic footwear retail and also offers team sports outfitting, though at vastly greater scale.
• Hibbett Sports: Hibbett Sports is a multi-store sporting goods retailer focused on athletic footwear, apparel, and team sports equipment in smaller markets across the U.S. It is a broad incumbent comparable to Sneakers Plus in athletic footwear retail assortment, though operating at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sneakers-plus

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 Sneakers Plus