Chris Cassidy runs a lacrosse specialty store in Denver. He works as a broker of imprinted sports apparel—namely, numbered uniforms—in addition to selling lacrosse equipment, organizing leagues and, among a plethora of other tasks, designing event logos for T-shirts, sweatshirts, polos and all kinds of athleticwear. He has developed relationships with his decorators and wholesale apparel suppliers, with all of whom he works especially close during the month of June when Cassidy prepares for one of the biggest events in amateur Colorado lacrosse—the Vail Shootout that coincides with the Independence Day holiday each year. This huge tournament serves as a brand-builder for Cassidy’s store, as well as a big revenue-booster with all of the event apparel that he sells each year.

Full article by Emily Andre is available in the December 2007 issue of Printwear magazine or online in our article archive.

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