Athletic Supply: A New Website and Portfolio Microsites for a 90-Year-Old Team and Corporate Apparel Company

The challenge

Athletic Supply has more than 90 years of history, from letterman’s jackets ordered by four generations of families to apparel programs for major corporations and the NFL. But custom apparel is a visual business, and its work for very different audiences, from high school teams to national brands, was hard to show in a single website without overwhelming visitors.

The company needed a modern main site that communicated its heritage and range at a glance, made its catalogs easy to access, and gave prospects a way to see real finished work for clients like theirs.

What we did

The X Concept built a streamlined main website and a hub-and-spoke network of portfolio microsites on dedicated subdomains.

• Main website: A full-width video hero highlighting embroidery and production, followed by a clear one-page flow: catalogs, clients, work examples, partners, company story and contact.
• Downloadable catalogs: A catalog grid with one-click downloads for Corporate, Team Sports, Apparel and Headwear, so buyers can browse the full product range offline.
• Social proof: A “We Earned Their Trust” client logo wall and an “Our Partners” wall featuring brands such as Nike, The North Face, Carhartt, Champion, TravisMathew and Cotopaxi.
• Portfolio microsites: Nine secondary websites on athleticsupply.com subdomains, including Seahawks, Pike Place, Honolulu Disposal, Palmer Bar, Laurelhurst, Lumber, JROTC, Hats and Teams, each giving a client program or product line its own focused showcase.
• Lead capture: A Reach Out contact form collecting name, email, phone, subject and message.
• Technical foundation: Responsive WordPress build with Open Graph metadata and Google Site Kit connecting Analytics and Search Console.