What owayo does

owayo is a German custom sportswear manufacturer founded in 2001 in Regensburg, Germany, by three athletes. The company produces individually designed sports apparel and accessories across more than 16 sport disciplines — including cycling, running, basketball, ice hockey, football, handball, motocross, rowing, yoga, eSports, beach soccer, darts, bowling, table tennis, floorball, and volleyball — and operates its own 14,000 sqm in-house manufacturing facility in Regensburg. Its core platform asset is a proprietary real-time 3D product configurator that lets customers select products, choose base designs and from more than 50 colors, add logos, text, and crests, freely position them on the garment, save designs, share with teammates, and order directly. All designs are permanently stored, enabling unlimited reorders without recreating the design. Production is governed by OMAS, a proprietary logistics system that commits to a fixed binding shipping date at the time of order placement, with lead times of 2–5 weeks depending on season and order volume.

The business model is a hybrid DTC e-commerce operation: a primary self-serve / product-led growth motion (no minimum order quantity, free sample ordering, volume club discounts of up to 20%) supplemented by an enterprise field sales motion that handles complex custom designs and large orders through a dedicated offer request service and account management. Customers span three segments: amateur and professional sports clubs and teams (e.g., Kölner Haie since 2004, EWE Baskets Oldenburg, Niners Chemnitz, Eisbären Bremerhaven, Brûleurs de Loups, Rapaces de Gap, Christoph Strasser, Nicole Reist); corporate teams and companies (e.g., BMW, Audi, Porsche, Siemens, Red Bull, Allianz, Deutsche Bank, Nestlé, DHL, Google, Oracle, Royal Air Force, Coca-Cola, IBM, IKEA, Intel, Mercedes-Benz, Sony); and individual athletes. Distribution is exclusively DTC through 15 country-specific e-commerce domains serving 167 countries; there are no third-party resellers or physical retail stores. The company is privately held (GmbH structure), founder-led with three Managing Directors (Paul Marek, Bastian Schindler, Francisco Gennes Sánchez), employs more than 100 people, and has served more than 25,000 companies over its 20+ year history. Materials are OEKO-TEX Standard 100 and Bluesign certified.

Name

owayo

Legal name

owayo GmbH

Website

https://owayo.de

Company type

Private

Founded year

2001

Operating status

Operating

Short description

owayo is a German custom sportswear manufacturer based in Regensburg that uses a proprietary 3D online configurator to design and produce individually customized apparel for sports clubs, corporate teams, and individual athletes, shipping to 167 countries.

Ownership category

akta.pro rank

Product category

Custom Sports Apparel

NAICS

Sporting and Athletic Goods Manufacturing (33992), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

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

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Custom sportswear
• Team apparel
• Cycling jerseys
• 3D apparel configurator
• Made to order jerseys

Headquarters

HQ city

Regensburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Sports Apparel Sales: Primary revenue stream from manufacturing and selling individually designed custom sportswear including cycling jerseys, running shirts, football kits, basketball uniforms, ice hockey jerseys, motocross gear, and accessories. Products are made to order with no minimum quantity, priced per unit with volume-based club discounts of up to 20%.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

owayo manufactures and sells individually designed, made-to-order custom sportswear and accessories across disciplines including cycling, running, football, basketball, ice hockey, motocross, handball, volleyball, yoga, eSports, rowing, and more. Customers configure their own designs (colors, logos, text, crests, placement) through owayo's proprietary web-based 3D configurator and have the apparel produced in-house at the company's Regensburg, Germany facility, with no minimum order quantity, optional free samples, and a permanent reorder guarantee. The portfolio is sold globally via the company's own e-commerce storefronts and direct enterprise sales, with a volume-based club discount program offering up to 20% savings.

Product overview

owayo is a German custom sports apparel manufacturer offering individually designed sportswear across multiple disciplines. The product portfolio centers on cycling (Radtrikots, MTB-Trikots, Radhosen), team sports (Basketball, Eishockey, Fußball, Handball, Volleyball), running, and other sports. Key products include jerseys, shorts, jackets, T-shirts, hoodies, leggings, and accessories. All products are manufactured in Germany using a proprietary 3D-Konfigurator (3D Configurator) that allows real-time design customization with base designs, 50+ colors, patterns, logos, and text. The My Design System enables customers to save and reorder designs. Services include free sample ordering, volume discounts for clubs (up to 20%), and a permanent reorder guarantee. The company operates its own production facilities in Regensburg, Germany, and sells to customers in 167 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Cycling Jerseys (Radtrikots) Individually designed cycling jerseys configurable in the 3D configurator with base designs, 50+ colors, and freely placed logos/text/crests. Available for men, women, and children. Made to order in Regensburg, Germany, with no minimum order quantity and a volume-based club discount of up to 20%.
• Custom Mountain Bike Jerseys (MTB-Trikots) Custom-designed mountain bike jerseys for off-road cycling with durable materials and personalized graphics, available for men, women, and children.
• Custom Cycling Shorts (Radhosen) Custom cycling shorts available for men, women, and children with various pad options including a long-distance Endurance Pad.
• Custom Running Apparel (Lauftrikots/Laufshirts) Custom running shirts and apparel with personalized designs, suitable for club teams and corporate running events.
• Custom Football/Soccer Jerseys (Fussballtrikots) Custom football/soccer jerseys and kit sets (jerseys, shorts, socks) with individual team designs, colors, logos, numbers, and crests.
• Custom Basketball Jerseys (Basketballtrikots) Custom basketball jerseys and uniforms used by clubs such as EWE Baskets Oldenburg, Niners Chemnitz, Eisbären Bremerhaven, and Eigner Angels (DBBL).
• Custom Ice Hockey Jerseys (Eishockeytrikots) Custom ice hockey jerseys including embroidered tackle twill logos, fight straps, and large-volume fan shop production (e.g., ~15,000 jerseys per season for Kölner Haie).
• Custom Motocross Jerseys (Motocrosstrikots) Custom motocross jerseys for off-road riding with personalized graphics and team branding.
• Custom eSports Jerseys (Esporttrikots) Custom eSports jerseys with team branding suitable for gaming teams and tournaments.
• Custom T-Shirts, Hoodies and Polos Custom-printed T-shirts, hoodies, and polo shirts for sports teams, casual team apparel, and corporate clients.
• Custom Leggings (Yoga/Sports) Women's sports leggings with customizable designs, suitable for yoga and other sports.
• Custom Cycling Jackets and Vests Custom cycling jackets and vests, including windproof and thermal options, with personalized designs.
• Custom Time Trial Suits (Zeitfahranzüge) Aerodynamic time trial cycling suits for competitive racing, custom designed.
• Custom Sports Accessories (caps, headbands, arm/leg warmers, water bottles, gym bags, multifunctional scarves) Custom sports accessories including caps, bandanas, headbands, multifunctional scarves, arm and leg warmers, water bottles, and gym bags, branded for teams and events.
• Custom Promotional Items (mugs, mousepads, banners) Custom-printed mugs, mousepads, and promotional banners for teams, corporate clients, eSports, and events.
• Custom Handball, Volleyball, Hockey, Floorball, Bowling, Dart, Rowing, Table Tennis Apparel Custom-designed jerseys and apparel for additional team and individual sports including handball, volleyball, hockey, floorball/unihockey, bowling, darts, rowing, and table tennis.

Quantifiable outcome

• 25,000+ companies served in 20 years
• +3 more outcomes

Named customers25 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Bavarian Beach BazisminorStrategic or Co-development Partner · 1 January 2017First Bavarian Bundesliga beach soccer team and top 100 in world rankings. Seven-year partnership, with owayo recognized for identifying and supporting beach soccer's potential.
• EWE Baskets OldenburgcoreStrategic or Co-development Partner · 1 January 2015Top German basketball Bundesliga club and German champions in 2009. Partnership includes ongoing product development feedback, with players noting that owayo trikot design and quality improves with each iteration.
• Niners ChemnitzminorStrategic or Co-development Partner · 1 January 2015German Basketball Bundesliga team. Official equipment supplier since summer 2015, providing all game and training apparel.
• Eisbären BremerhavenminorStrategic or Co-development Partner · 1 January 2011Professional German basketball team. Partnership since 2011, providing teamwear for training, games, and travel.
• Christoph StrassercoreStrategic or Co-development Partner · 1 January 2008Ultracycling world champion and multiple Race Across America winner (2011, 2013, 2014, 2017, 2018, 2019) has been supported by owayo since 2008. He is not only a brand ambassador but actively involved in the development and continuous improvement of cycling apparel as a test rider, and races in owayo jerseys, shorts, vests, and jackets.
• Kölner HaiecoreStrategic or Co-development Partner · 1 January 2004Top German ice hockey DEL team and eight-time German champions. Long-standing partnership since 2004; owayo produces approximately 15,000 jerseys per season for the fan shop, demonstrating large-scale production capability.
• Nicole ReistcoreStrategic or Co-development PartnerUltraradmarathon world champion (2007, 2014, 2017, 2019) and multiple ultra-cycling race winner. She provides product feedback and testing for owayo's cycling apparel, particularly cycling shorts with the Endurance Pad.
• Anja SturmminorStrategic or Co-development PartnerTriathlon and cycling athlete who tests owayo's women's products on the bike and road, providing feedback that helps improve the product line.
• Brûleurs de Loups (Grenoble)minorStrategic or Co-development PartnerFrench Ligue Magnus ice hockey team and 7-time French champions. Partnership includes embroidered tackle twill logos on jerseys, with the team noting that fans love the high-quality results.
• Eigner Angels (XCyDE Angels Donau-Ries)minorStrategic or Co-development PartnerProfessional women's basketball team in Germany's top league (DBBL). Team works with owayo annually to create distinctive jersey designs, leveraging the 3D configurator.
• Oliver WidmannminorStrategic or Co-development PartnerBike Trial world champion and German champion. Uses owayo's online tool to create his own custom designs and provides feedback on product quality and the configurator.
• Fabian CostaminorStrategic or Co-development PartnerMTB Cross Country and road cycling athlete who has represented Austria at national championships and world championships. Provides product feedback on cycling apparel.
• Hannes HotterminorStrategic or Co-development PartnerAustrian motocross rider and up-and-coming talent in the MX2 class. Partner since youth career, providing feedback on motocross apparel.
• Kevin ScibozminorStrategic or Co-development PartnerSwiss Ice Cross Downhill athlete competing in the World Cup. Provides product testing feedback for ice hockey and extreme sports apparel.
• LG PassauminorStrategic or Co-development PartnerAthletics club with 2,700 members and 84 Bavarian championships. Athletes provide feedback on running and athletics apparel.
• Rapaces de GapminorStrategic or Co-development PartnerFrench Ligue Magnus ice hockey team and French champions 2016/2017. Partnership includes high-quality tackle twill logos and fight straps on jerseys.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Holloway Sportswear: US custom team sports apparel manufacturer offering decorated and sublimated uniforms, jerseys, and outerwear for teams and schools. Comparable in custom team sportswear manufacturing with on-demand decoration services.
• SquadLocker: US-based custom team sports apparel platform serving schools, clubs, and youth sports organizations. Closely comparable in target customer (sports teams/clubs), business model (custom design + reorder), and product breadth (jerseys, shorts, fan wear).
• Custom Ink: US-based market leader in custom-designed apparel and accessories for groups, teams, and events. Closely comparable business model of online design-to-order custom apparel with no minimums, directly competing with owayo in the team and corporate custom apparel category.
• Boathouse Sports: US-based custom team sports apparel manufacturer offering custom jerseys, uniforms, and performance wear for rowing, cycling, running, and other sports. Direct comparable in made-to-order custom team apparel with design services.
• Shirtinator: German online custom apparel and print platform for individuals, teams, and businesses. Direct comparable in German-market custom apparel with online design tool and on-demand production.
• Spreadshirt: German-based custom apparel and accessories platform enabling individuals and businesses to design, sell, and buy custom-printed apparel. Direct comparable as a German-headquartered custom apparel e-commerce competitor with self-serve design tools.

Broad incumbents

• Under Armour: Global performance and team sports apparel brand offering custom teamwear programs. Broad incumbent competing for the same professional team and corporate sports apparel budgets as owayo, with significantly larger scale and marketing reach.
• Adidas (mi Team / Custom Teamwear): Global sportswear giant offering team customization (mi Team, custom teamwear) across jerseys, performance apparel, and footwear. Broad incumbent competitor with vastly larger brand, distribution, and R&D resources, competing across most of owayo's sports segments.
• Nike Team (Nike By You / custom teamwear): Global sportswear leader offering team customization and 'Nike By You' for individual custom apparel. Broad incumbent with unmatched brand strength, dealer networks, and league partnerships that overlap with owayo's professional team and corporate client base.

Emerging players

• Visual Imprint: Custom apparel decorator offering screen printing, embroidery, and full custom apparel services for teams and businesses. Comparable as a custom apparel competitor focused on decorated teamwear, though smaller in scale and configurator sophistication than owayo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/owayo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 owayo