Riddell, best known for its football helmets, is expanding further into apparel with its acquisition of Wisconsin-based Kollege Town Sports, which specializes in screen printing, laser etching, embroidery and tackle twill for the team channel for youth, high school and college teams, and corporate sales.

Analysts say the purchase will help diversify the helmet brand in face of rising concussion-related legal and insurance costs, as well as reach more everyday football fans that aren’t necessarily buying helmets.

Kollege Town will continue to provide the same service offering and will operate as its own Riddell business unit based in the facility located just outside Madison. In addition, Tom Handlen, president of Kollege Town, and Jeff Handlen, vice president of Kollege Town, will remain in their leadership roles.

“Kollege Town Sports has enjoyed many years of success as a leader in apparel sales driven by its entrepreneurial spirit, diverse product line up and by regularly exceeding customer expectations,” said Dan Arment, president of Riddell. “Kollege Town’s approach complements Riddell’s longstanding history of maintaining strong customer relationships with athletic programs. This acquisition provides Riddell with access to new and unique sales channels for apparel, while expanding our capabilities, customer service and product offering.”

–David Clucas