Augusta Sportswear Brands (ASB) and Founder Sport Group (FSG) merged to form Momentec Brands with a new tagline, “Outfitting Moments that Matter.” The new entity includes Badger Sport, Alleson Athletic, Garb Athletic, Prosphere, Augusta Sportswear, Holloway, Russell Athletic, Pacific Headwear, and High Five brands.

Investment firm Platinum Equity recently acquired ASB and FSG.

Momentec Brands reported that it “emerges as a leading supplier of team uniforms, off-field performance wear and fan apparel tailored for the youth and recreational sports markets.”

Momentec Brands said it would “continue its unwavering commitment to provide its customers superior service by maximizing the strength of the two organizations in customer care, distribution and the critical day-to-day “count on us” execution.”

“Our core objective is to become your easiest partner to buy from, breaking down complexity and making designing and buying even custom uniforms a simple and fun experience,” the company reported in a release.

Effective April 1, FSG CEO John Anton will become CEO of Momentec Brands, and ASB CEO David Elliot will become vice chairman of the company. 

“We are excited to announce the rebranding of the combined company as Momentec Brands,” commented Anton. “Momentec represents a bold step forward in our journey towards redefining the uniform and sportswear industry while delivering exceptional service for our customers. Our mission is to fuel our customers and partners with innovative solutions, delivering unparalleled speed, ease and value to outfit the moments that matter.”

Anton said the name Momentec pays homage to the rich traditions and legacies of both ASB and FSG, with a nod to the momentum these companies created in the marketplace over the years. He said the name also “embraces a spirit of innovation as the company strives to inject cutting-edge technology into all aspects of the design and ordering process to simplify the customer experience.”

“I am grateful to have served as CEO of ASB for the past eight years,” said Elliott. “As I transition into the role of vice chairman, I am filled with gratitude for the remarkable journey we’ve undertaken at ASB. It has been an honor to serve as CEO, and I am excited to continue contributing to Momentec’s success in this new capacity. I look forward to continuing to support John and the executive leadership team as vice chairman, building on the strong Momentec Brands foundation.”

Momentec Brands also announced other leadership changes that will take effect on April 1.

  • ASB’s chief commercial officer (CCO), Derek Ernst, will be promoted to Momentec’s CCO. Ernst will preside over Momentec’s strategic accounts, on-field, off-field, league, and digital sales teams, and marketing and product development, ensuring cohesive direction and alignment across all facets of the sales chain.
  • Dave Binley, FSG’s chief operating officer (COO), will serve as Momentec’s COO, steering the new combined company’s manufacturing, distribution, supply chain, and operations.
  • Julie Parker, FSG’s chief human resources officer (CHRO), will be promoted to CHRO at Momentec. In her expanded role, Parker will lead Momentec’s HR initiatives and align them with the organization’s goals and values.
  • ASB executive leadership member Marty Bruce was promoted to chief information officer (CIO), leading Momentec’s application development, technology infrastructure and customer delivery systems.
  • Patrick O’Neill, FSG’s SVP of strategy and key accounts, was promoted to chief business development officer. He will oversee Momentec’s push into new markets and lead Momentec’s strategic integration initiatives.

Momentec Brands will continue to operate the and websites thru 2024 into 2025, when one combined website at will go live in Q1 2025.

Image courtesy Momentec Brands/John Anton