Varsity Brands is an American supplier of team athletic gear and spirit merchandise, founded in 1972 and headquartered in Farmers Branch, Texas. The company employs more than 8,000 people and reaches more than 55 million young people through partnerships nationwide. It is privately held, owned by the private-equity firm Kohlberg Kravis Roberts (KKR).
The business runs through two main divisions. BSN SPORTS is the largest team sporting goods equipment and apparel distributor in America, supplying schools and athletic programmes with customised uniforms, footwear, fanwear, equipment and facility branding. Varsity Spirit leads the global cheerleading, dance team, performing arts and yearbook industries through competitions, camps, apparel and training services. An IMPACT programme adds character education, philanthropic initiatives and professional development resources.
Technical work spans customised uniform and apparel design, facility branding, competition and event management, and training and professional development programmes - systems and design operations that handle bespoke product configuration and large-scale event logistics across a nationwide footprint.
Industry verticals include team sports and athletic equipment, school athletics, cheerleading and spirit, dance teams, performing arts, yearbooks, sports apparel and fanwear, and youth sports and education. The company states a mission of fostering youth participation, building school pride and elevating student experiences through sport and spirit.
