BSN Sports, a division of Varsity Brands, is confirming that it has acquired Sports Endeavors, the operator of Soccer.com, and lacrosse retailer Lax.com. With the acquisitions, BSN said it’s “expanding soccer and lacrosse gear, e-commerce, and team solutions with leading brands and national scale.”
Financial terms for both private transactions were not disclosed.
Recent media speculation had indicated that Varsity Brands was acquiring both Sports Endeavors and Lax.com, but BSN’s announcements show the acquired businesses will report through the BSN platform. Last week, the company told SGB Executive that
Founded in 1984 as a soccer catalog business known as Eurosport, Sports Endeavors “has grown into a leader in club soccer uniforms, equipment and e-commerce,” according to BSN. Its portfolio includes category‑defining brands such as Soccer.com, WorldSoccerShop, 431 Sports, Sports Promotions Group, INARIA, and Soccer Master.
Lax.com, founded in 1999, is “one of the premier destinations for lacrosse players, coaches, teams and fans who live and breathe lacrosse, providing uniforms, spirit wear and equipment to programs across the country.” BSN said Lax.com is the largest e-commerce and team dealer business dedicated exclusively to the sport.
The acquisitions mark the first major purchases for Varsity Brands since its sale to private equity giant KKR for $4.5 billion in 2024.
The acquisition also follows the formation last November of BSN Sports Club Direct, which offers accelerated delivery of uniforms, equipment, and footwear to the youth club sports market. It provides factory-direct customization, exclusive brand partnerships (Puma, Adidas, Under Armour, plus BSN’s in-house Victory Line brand), and dedicated sales support, with stock uniforms shipping in as little as two days and custom items in four weeks.
“Since launching BSN Sports Club Direct late last year, we’ve stayed hyper-focused on one thing: the customer,” said Adam Blumenfeld, CEO of Varsity Brands, which also owns the Varsity Spirit cheerleading business. “These new partners bring unmatched knowledge and sport specialization as proven leaders in soccer and lacrosse, together with the scale, reach and technology of BSN Sports. We’re thrilled to welcome Soccer.com and Lax.com to the family. Together, we aim to simplify the end-to-end experience for coaches and kids across the country and do so alongside the most authentic trade brands and partners in club and team Sports. We have a lot to learn from Mike, Brendan, John and their respective teams – and look forward to benefitting from their unique perspectives and experiences.”
In 2022, Seawall Capital attained a majority stake in Sports Endeavors. Sports Endeavors’ founding Moylan family remained a minority investor and has continued to lead the North Carolina company.
“We’re excited to pair our soccer expertise with BSN Sports’ ability to serve customers at scale,” said Mike Moylan. “We’ll keep doing what we’ve always focused on – making things easier for our customers – while strengthening our service and expanding access to the brands and options teams need at every level.”
At Lax.com, Arrix led a team of investors to acquire the business in February 2010. In 2018, Lax.com was acquired by a private investor consortium, led by Peter Hopper, CEO and co-founder DH Capital, and Bill Luby, founding partner, Seaport Capital. Lax.com’s growth in recent years has been supported by the acquisitions of Zimagear in 2022 and Universal Lacrosse in 2024. In 2025, Lax.com launched in-house embroidery and screen-printing services to support its team dealer channel. Its websites include Lax.com, Laxsteals.com, Allusportswear.com, universallacrosse.com and Zima.com. It also operates several stores under the Universal Lacrosse banner.
“Lax.com was created to meet a real need in a growing sport, and this is the next step in that journey,” said Arrix. “Lacrosse has come a long way since we began serving athletes in 1999, and joining forces with BSN Sports gives us the reach and support to have an even greater impact. It means coaches spend less time managing gear and logistics, and more time focused on developing athletes.”
Blumenfeld concluded, “We wake up every day trying to improve the lives of 55 million kids who learn life’s lessons through sport. It’s a true pleasure to welcome Mike, Brendan, John, and their respective teams to the company, and in doing so, elevate our capacity to serve as the premier destination for youth Sports products, programs and experiences in the United States.”
Goldman Sachs & Co. acted as exclusive financial advisor, and Simpson Thacher & Bartlett LLP served as legal advisor for the acquisition of Sports Endeavors. Barnes & Thornburg LLP advised on the Lax.com acquisition.
Image courtesy Sports Endeavors
