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Elevating Student Experiences

Impacting the lives of over 55 million young people nationwide

Our mission of elevating student experiences is critically important to society. We specialize in empowering schools and teams to build the most important brand for students, schools, and communities. Our divisions – BSN SPORTS and Varsity Spirit – create a thriving ecosystem that champions youth participation and fosters passion, enthusiasm, and community engagement. We provide the widest range of high-quality, customized products, services, and experiences that elevate school and team brands.

Elevating student wellbeing and success

In 2014, Varsity Brands' research explored connections between school spirit and student achievement. Our latest research goes one step deeper and proves that school spirit contributes to students' success, with higher performance in many areas of their lives.

View our latest research

The authority in team athletic gear and sports equipment

BSN SPORTS elevates youth athletic programs as the #1 provider of customized uniforms, apparel, footwear, fanwear, equipment, facility branding, and more.

The driving force of spirit and experiences

Varsity Spirit is the leading provider of cheerleading, dance, and performing arts competitions, apparel, uniforms, footwear, training camps, yearbooks, and more.

Transformative services with life changing results

Through IMPACT, our school partnership program, we create highly customized solutions that increase student success and build school spirit. Our solutions include character education, philanthropic programs, school branding, professional development, and other resources.

Learn About IMPACT

Powering girls forward

SURGE, BSN SPORTS new girls’ sports program, provides girls sports coaches FREE access to resources to help build your athletes’ confidence, motivation, mental wellness, and more. Because we know that where sports surge, success isn’t far behind.

Explore SURGE

Why school spirit matters

Students with higher levels of school spirit are: