Virtual graduations, coaching clinics and quick thinking keep Varsity Brands connected to schools
May 10, 2020
DALLAS – The Dallas Morning News
Companies are pivoting to survive today’s treacherous environment. That’s been a particularly tall order for Farmers Branch-based Varsity Brands, since the giant in team sporting goods and academic regalia depends on 200,000 now-shuttered schools, districts and leagues across the country for its $2 billion in annual sales.
But Adam Blumenfeld, Varsity’s 49-year-old CEO, says the company has turned on a dime.
“Our mission statement is: ‘Elevating student experiences,’ ” he says in a Zoom interview. “The definition of how we do that has fundamentally changed in the past two months.”
Quick thinkers at Varsity’s three divisions found end-arounds to hold virtual graduations, coaching clinics, trade shows and a national field day. They’ve also come up with new ways to present awards, fit uniforms and make all-important human connections with coaches, teams and school administrators. Such seismic shifts typically took two years, Blumenfeld says.
“We have 2,000 salespeople who used to spend all of their time going into schools and youth sports programs, shaking hands and conducting business face to face. As you can imagine, that’s changed a little,” he says, raising an eyebrow as the video stutters slightly. “The technology and innovation that our teams have created blow me away.”