‍In a long-awaited and much-anticipated move, ASB Sports today announced it is officially rebranding as Game One, a name that reflects the consolidation of eight formerly independent team dealers into a national brand.

Under the ASB Sports name the company was already a leader in the team sports business as a smaller but aggressive rival to the other national dealer, BSN Sports. It has been put together in the past few years and currently consists of Athletic Supply, Odessa, TX; Barcelona Sports, Houston, TX; Bumblebee Sports, Nicholasville, KY; Cardinal Sports, Lubbock, TX; Team Sports, Holland, OH; The Graphic Edge, Carroll, IA; Universal Athletic, Bozeman, MT; and Williams Sporting Goods, Paris, TX.

“Game One remains rooted in our local communities and dedicated to providing exceptional service,” says Jayme Wisely, CEO of Game One. “We are part of these communities. And when you add size and scale, we are able to provide better products, better selection and better service to our customers.

“We are so passionate about our business because we’ve seen first-hand how a uniform can change a life,” he adds. “Participating in sports gives young athletes and their entire communities a sense of pride and belonging and we love being part of that story.”

The combined businesses of Game One currently serve a customer base of 13,000 schools and organizations in 38 states and it boasts of being the only national dealer to offer Nike, Adidas and Under Armour brands. Its website is Game-One.com.

According to a statement from the company, the new name “reflects the determination and energy athletes and coaches feel before that first game of the season.”

“Being an athlete taught many of us the value of hard work, competition and being a great teammate,” explains Russ Wilson, partner at the private equity firm Trivest. “Our drive, our resources and our relationships give Game One the competitive edge.”