February 18, 2021, Dallas, 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 Shively Sporting Goods (“Shively’s”) based in Louisville, KY. Founded by Bob Flanders in 1968, Shively’s is the largest independent sporting goods dealer in KY and has maintained a well- established reputation for impeccable customer service and community engagement. Flanders’ children, Trisha Morrison and Mike Flanders, will join BSN SPORTS as part of this acquisition along with their Louisville-based sales and customer service teams.

Terry Babilla, BSN SPORTS’ President, said, “Much like BSN SPORTS, Shively’s has leveraged customized service, local touch and depth of customer relationships to successfully navigate the evolution of the team sports market as an industry leader in their region. The Shively name is synonymous with excellence across the board, and we look forward to offering the same personal service supported by our enhanced access to top brand inventory and exclusive digital resources to the growing Louisville market of coaches, athletes, and parents.”

Mike Flanders, President of Shively’s, added, “This is a definite win for our customers, Shively Sporting Goods and BSN SPORTS and we are looking forward to joining the growing BSN SPORTS Family. Our 52 years of strong service to athletic directors, coaches and student-athletes along with BSN SPORTS state of the art technology, expansive inventory and nationwide presence will bring a new breadth of resources to our customers.”

Mr. Babilla concluded, “As students, athletes and coaches continue to resume their athletic seasons nationwide, our BSN SPORTS family is eager to support their local communities through premier product, equipment, and support tools in an effort to revive athletic programs nationwide. As a company, we will continue to strategically grow our team with seasoned professionals who share our values of providing best-in-class service and have a passion for building lifelong customer relationships.”

If you are interested in joining the fastest growing organization in 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

Jonathan Morgan
Kekst CNC