SquadLocker Teams Up with The Circuit as the Official Team Store Provider of Grassroots Basketball

December 4, 2023



Warwick, RI - Today, The Circuit announced a strategic partnership with SquadLocker, the leader in custom team apparel. 

Founded in 2013, The Circuit brings together multiple grassroots basketball brands under one banner, providing media resources to enhance the grassroots and basketball world.  The Circuit platform is home to national Grassroots Basketball events and coverage for Nike EYBL, adidas 3SSB, Under Armour Association, Elite Independents,, High School Circuit, and the Girls All-Circuit teams. These brands deliver hundreds of events and showcase thousands of teams and players throughout the country, opportunities for visibility, and player recruitment.

“I am extremely excited about the partnership with SquadLocker. Grassroots clubs - both sponsored and independent - are long overdue for an online shopping experience. We are looking forward to providing SquadLocker stores for any program that wants to start selling gear with the industry leader." - Derrick Shelby, Co-Founder of The Circuit.

This new partnership with SquadLocker aims to transform the custom apparel experience of independent and grassroots basketball community members. Utilizing SquadLocker's groundbreaking e-commerce software and single-unit fulfillment services will allow players, coaches, and fans to take advantage of quick turnaround times on customized apparel with the convenience of ship-to-home individual delivery.

This seamless Integration begins with apparel stores available for the thousands of teams in the grassroots community. SquadLocker's user-friendly platform will plug right into The Circuit Hoops, allowing teams and organizers to easily access and order customized apparel, player packs, uniforms, and team gear for their events and players. The software integration is also equipped with fundraising so teams can earn funds with each purchase.  

"We're thrilled to partner with The Circuit to enhance the grassroots basketball experience," said George Overholser, CEO at SquadLocker. "This collaboration will simplify the custom apparel process for organizers, coaches, and players while contributing to the growth and success of grassroots basketball. We share a common mission to empower young athletes and their communities, and together, we're better positioned to achieve that goal."

The Circuit Hoops stores are available now bringing grassroots basketball fandom to a new level. Check them out on TheCircuitHoops.com/SquadLocker

About The Circuit:

The Circuit is the home of grassroots and prep basketball media coverage. Starting in 2013 and rebranded to "The Circuit" in 2020, coverage includes a wide-array of media - including year-long schedules/scores for the three national shoe-circuits (Nike EYBL, adidas 3SSB, UA Association) and elite high school and prep programs. The Circuit also hosts an event series in the spring and summer based in Texas, showcasing the nation's top youth talent regardless of shoe affiliation. 

To learn more visit The Circuit website: www.thecircuithoops.com

About SquadLocker:

SquadLocker is the leading custom apparel manufacturer and e-commerce solution for sports organizations, schools, and businesses. Through innovative online tools, SquadLocker makes it easy to create, manage, and distribute custom apparel. The SquadLocker platform integrates with sports and scholastic management software to empower teams, leagues, and organizations far and wide. SquadLocker combines software acumen and textile expertise to mass-customize decorated custom apparel and free up time for organizers, coaches, teachers, and youth leaders.

In addition to working with 70+ top brands including Wilson®, Under Armour®, Adidas®, and Nike®, SquadLocker manufactures a proprietary sublimated uniform line (SquadGEAR™) which facilitates immediate production and shipping achieving top-speed turnaround.


In other recent Basketball news, SquadLocker announced a partnership with Wilson® Sporting Goods Co. for Official Custom Basketball Uniforms sold exclusively through the partnership. Read the story.

Wilson Basketball


Subscribe to the Squad Blog

Join our squad in getting weekly updates on the most helpful content for your youth teams, sports clubs, students, and more.