Varsity Brands Shocking Acquisition: What This $100 Million Deal Means for Sports Fans!

In a significant move within the sports retail industry, Varsity Brands, a well-known cheerleading-equipment company backed by KKR, is set to acquire Lax.com, a prominent online retailer specializing in lacrosse, along with Sports Endeavors, the parent company of Soccer.com. This acquisition, which is valued at between $300 million and $400 million for Sports Endeavors, underscores Varsity Brands' strategic push into the rapidly growing youth sports market.

These acquisitions come shortly after Varsity Brands secured an additional $400 million on a previously established $2.4 billion loan to finance the purchase of an unnamed sports retailer, which, according to Moody’s, primarily dealt in soccer-related products and catered to private club teams across the U.S.

Founded in 1984 by brothers Mike and Brendan Moylan, Sports Endeavors has grown from a small soccer catalog operation into a major player in youth sports retail, operating with more than 500 employees. The company registered the Soccer.com domain in 1994 and has since become a leading online retailer in the youth soccer market, generating $117.6 million in online sales last year. The company also owns World Soccer Shop and 431 Sports.

The exact valuation of the acquisition of Lax.com, which focuses on lacrosse gear, remains undisclosed. Founded in 2000, Lax.com has positioned itself as a specialized retailer in one of the fastest-growing youth sports in America, generating approximately $2.3 million in annual revenue as of 2025. The company employs around 45 people under CEO John Arrix.

Interestingly, the retail sector was once considered a gold mine for private equity firms, but the rise of Amazon and the broader growth of e-commerce have led many firms to pull back from this space. However, by acquiring Soccer.com and Lax.com, Varsity Brands is enhancing its presence in the thriving youth sports sector, indicating a strategic pivot back into retail.

As youth sports continue to grow in popularity, the demand for specialized equipment and apparel rises, making acquisitions like these particularly relevant. With Soccer.com providing a wide range of soccer products, including cleats, jerseys, and team uniforms to youth soccer clubs and academies, and Lax.com offering lacrosse gear such as sticks, cleats, and headgear, Varsity Brands is positioning itself to cater to diverse athletic needs.

This acquisition marks Varsity Brands’ first significant purchase since being acquired by KKR for $4.5 billion in 2024. The recent death of Jeff Webb, the entrepreneur who founded Varsity Brands, adds a poignant layer to this transition. Webb passed away following a head injury sustained during a pickleball game, leaving behind a legacy in the sports and achievement sectors.

Meanwhile, KKR continues to expand its sports-related holdings, having agreed to acquire sports-focused private equity firm Arctos Partners for $1.4 billion in early 2023.

As of now, neither KKR nor the involved companies have commented on the acquisitions. However, with these strategic moves, Varsity Brands appears to be making a strong statement about its commitment to leading the youth sports equipment market.