Quick Turnaround, Big Impact: How Outdoor Custom Sportswear is Shaping Licensed Sports Apparel

At the SLATS conference, Justin Ciccarello, Sales Director - Licensed Division, Eastern Region at Outdoor Custom Sportswear LLC, shared how his team operates as a nimble and innovative player in the licensed sportswear market. From print-on-demand efficiency to tailoring collections for diverse markets, the company is leveraging quick turnarounds and market insights to meet the needs of NCAA, MLB, NHL, and NBA audiences.

Understanding Consumer Needs

Outdoor Custom Sportswear serves as the "small brand of big brands," managing the licensed business for Adidas and Columbia in the Eastern Region. Justin explained how each brand fulfills unique consumer demands.

“For Adidas, functionality is key. NCAA fans want quick, reliable basics rather than trendy, fashion-forward designs,” Justin shared. “Columbia, however, focuses on competing with lifestyle brands like Peter Millar by leaning into more fashionable designs.”

Competitive Differentiation

Speed and efficiency are critical advantages for Outdoor Custom Sportswear. Operating out of Kansas City, the company offers a quick-turn model where all catalog items are stocked in-house, printed on demand, and shipped within one to two weeks.

“Our strength is speed,” Justin emphasized. “Clients can count on us to deliver exactly what they need without delays, even on custom orders.”

Additionally, the company’s innovation extends into exclusive lines like golf apparel, which has become so popular that even Columbia’s larger operations source these designs.

Leveraging Data and Trends

Justin highlighted how observing industry trends and competition at events like SLATS informs the company’s strategy.

“Events like this allow us to see what others are doing and where we fit in,” he explained. “It’s about identifying gaps and refining our product assortments to stay competitive.”

Long-Term Goals

Looking ahead, Justin outlined distinct priorities for each brand.

“For Adidas, we’re focusing on returning to basics—high-quality, functional sportswear that resonates with our core audience,” he said. “For Columbia, the goal is to maintain competitiveness in lifestyle and outerwear, offering great designs at accessible price points.”

Innovation and Agility

With a clear focus on quick-turn solutions, market responsiveness, and customer needs, Outdoor Custom Sportswear continues to stand out in the licensed sports apparel market.

“We’re here to deliver speed, quality, and value,” Justin concluded. “It’s about being the reliable partner our clients can count on.”

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