Barnes & Thornburg Advises BSN SPORTS in Acquisition of Lax.com

The purchase, announced on April 27, 2026, was part of a larger deal that also included the acquisition of Sports Endeavors in a move aimed at expanding the company’s sport-specific offerings and strengthening its position in youth and club sports. Sports Endeavors is a leading provider of club soccer uniforms, equipment and online retail services.

“We’re thrilled to welcome Soccer.com and Lax.com to the family,” said Varsity Brands CEO Adam Blumenfeld in the announcement. “Together, we aim to simplify the end-to-end experience for coaches and kids across the country and do so alongside the most authentic trade brands and partners in club and team sports.”

Founded in 1999, Lax.com is a dedicated lacrosse equipment and apparel retailer serving players, coaches and teams nationwide. The company has grown into one of the largest e-commerce and team dealers exclusively on lacrosse, offering uniforms, spirit wear and equipment across competitive levels of the sport.

As part of these deals, BSN will add more than 800 employees. BSN serves more than 150,000 institutional and team sports customers, including collegiate, scholastic, club and recreational programs across the United States. Varsity Brands, which was acquired by global investment firm KKR in 2024, launched BSN in 2025.

The BT team was led by partner Naomi Kwang and included partners Christine Sohar Henter, Michael Palmer, Brittany McCants and Michele Alexander; counsels Albert Farr and Anthony Glenn; and associates Grace Foley, Andrew Nguyen, Michelle Rosario, Benjamin Manahan, Lyric Menges and Tyler Watson.