ASG Consolidates Brands to Improve Customer Experience

Holloway Sportswear Electron ShirtAUGUSTA, Ga. (February 2, 2017) – Augusta Sportswear Group (ASG) has merged its Augusta Sportswear®, Holloway® and High Five® divisions together. The result is a simpler experience for its customers that will now give them access to all three brands in a single transaction. The consolidation began in December 2016 with the creation of a single sales force and will eventually result in one catalog and one invoice by the end of 2017.

The new structure for the company will be built around three market based divisions: Outdoor, Team Uniform, and Off-Field. “This shift will reorient our business around a deep understanding of the end user, which will invariably result in better and more innovative solutions for our customers,” remarked Derek Ernst, SVP of Marketing and Merchandising.

The new divisions will also be tasked with recalibrating the company’s product assortments across all three brands to create integrated offerings that will allow dealers and decorators to mix and match products and brands. “The resulting product portfolio will be the broadest and deepest in the industry, with over 22 sports and 1600 styles. This will allow our customers to create the perfect solution for virtually any need or situation,” stated Ernst.

Each of the ASG brands will continue to maintain their current brand positioning. The Augusta Sportswear® brand will be focused on youth recreational leagues, travel clubs, and middle schools, while the Holloway® brand, with its rich tradition in varsity jackets and superior outerwear, will be targeted primarily towards high schools, elite clubs and universities. The High Five® brand, with its legacy and strong heritage of the brand, will continue to focus primarily on soccer and volleyball.

“This move is just the beginning,” said Dave Elliott, CEO of Augusta Sportswear Group. “This is a new era for ASG, one that is deeply focused on the customer and consumer, and one that is committed to providing the best service, products and marketing tools for our customers.”

About Augusta Sportswear

Augusta Sportswear Group (ASG), is a leading designer, manufacturer, and marketer of high-performance activewear and fanwear for teams, coaches, athletes, and fans.  Driven by its mission to inspire a physically fit lifestyle, healthy families, and connected communities, ASG markets its products under three leading brands: Augusta Sportswear®, Holloway®, and High Five®. The Augusta Sportswear® brand specializes in high quality, affordable athletic apparel targeted at youth and recreational leagues. The Holloway® brand produces premium high performance athletic apparel targeted at high school and universities. The High Five® brand offers expertly crafted uniforms for soccer and volleyball enthusiasts.

For more information on ASG brands, please visit, and or visit our retail websites at and .

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