Augusta Sportswear Group (ASG), a designer, manufacturer, and marketer of high-performance activewear and fanwear for teams, coaches, athletes and fans, has merged its Augusta Sportswear, Holloway and High Five divisions.
The consolidation began in December 2016 with the creation of a single sales force and will eventually result in one catalog and one invoice by the end of 2017.
The new structure for the company will be built around three market-based divisions: Outdoor, Team Uniform and Off-Field.
“This shift will reorient our business around a deep understanding of the end user, which will invariably result in better and more innovative solutions for our customers,” said Derek Ernst, SVP of marketing and merchandising.
Each of the ASG brands will continue to maintain their current brand positioning. The Augusta Sportswear brand will be focused on youth recreational leagues, travel clubs and middle schools, while the Holloway brand will be targeted primarily towards high schools, elite clubs and universities. The High Five brand will continue to focus primarily on soccer and volleyball.
“This move is just the beginning,” said Dave Elliot, CEO, Augusta Sportswear Group. “This is a new era for ASG, one that is deeply focused on the customer and consumer, and one that is committed to providing the best service, products and marketing tools for our customers.”
Photo courtesy Holloway