January 31, 2022, Farmers Branch, TX — BSN SPORTS, the nation’s largest direct marketer and distributor of sporting goods to the school and league markets and a division of Varsity Brands, today announced that it has acquired Nicklasson Athletic based in New Ulm, MN. A long-standing pillar in the regional school and youth athletic markets, Nicklasson was founded in 1946 by Henry Nicklasson and the business has since expanded under current owners Brad Wieland and Mitch More. Mr. More will join BSN SPORTS along with the majority of their sales and support teams.

Through this acquisition, Nicklasson’s second storefront in Edina, MN will transition into a regional sales office, expanding BSN SPORTS’ nationwide network of locally based sales and service teams. Under BSN SPORTS’ umbrella, current customers can expect continued team service as well as expanded brand selection and product offerings.

Terry Babilla, BSN SPORTS’ President, said, “Nicklasson’s longevity and success in supporting the growing regional youth, school and association athletic needs over the last 75 years is a testament to their commitment to doing right by their customers. This prioritization of outstanding customer service aligns seamlessly with our core principles at BSN SPORTS, and we welcome Mitch and our new teammates into the BSN SPORTS family. With the support of expansive customer service teams, elite sport category experts and custom team apparel and branding tools, we look forward to this opportunity to enrich the experiences of local coaches, athletes and families.”

Mr. More added, “Supporting multiple generations of athletes and coaches since Nicklasson’s founding has been a truly memorable and impactful experience. However, we are proud of this opportunity to continue our journey with BSN SPORTS and provide more products and services than ever before with the backing of a national company in BSN SPORTS. Our team sees incredible potential to continue deepening relationships within our local communities and leveraging the enhanced resources now available to our team.”

Mr. Babilla concluded, “In announcing our third acquisition of this year, we are eager to continue building momentum in expanding BSN SPORTS’ service capabilities across the country. Welcoming individuals to our team that share our passion for supporting coaches and the impact they make in the lives of their athletes will remain a key priority.”

If you are interested in joining the fastest growing organization in team sports, please contact Dan Dickman at ddickman@bsnsports.com or Bob Dickman at bdickman@bsnsports.com.


Dallas-based BSN SPORTS is the leading marketer, manufacturer and distributor of sporting goods apparel and equipment. A division of Varsity Brands, BSN SPORTS markets and distributes its products to over 100,000 institutional and team sports customers in colleges and universities, middle and high schools, and recreational programs throughout the United States via catalog, e-commerce, and direct sales. Focused on providing game changing solutions through local partnerships, multi-brand selection and one-stop shopping for equipment and uniforms, BSN SPORTS’ more than 3,000 employees have been helping elevate participation in team sports since 1972. For more information about BSN SPORTS please visit www.bsnsports.com.

About Varsity Brands

With a mission to inspire achievement and create memorable experiences for young people, Varsity Brands elevates the student experience, promotes participation and celebrates achievement through three unique but interrelated businesses: Herff Jones, a Varsity Achievement Brand; BSN SPORTS, a Varsity Sport Brand; and Varsity Spirit. Together, these assets promote personal, school and community pride through their customizable products and programs to elementary and middle schools, high schools, and colleges and universities, as well as church organizations, professional and collegiate sports teams and corporations. Through its 8,200 dedicated employees and independent representatives, Varsity Brands reaches its individual and institutional customers each year via catalog, telesales, ecommerce sites and direct sales channels.

Media Contact

Lisa Bartek
BSN SPORTS Director of Communications