Transitioning from the retail market to the online market can be a difficult endeavor, and no one is more aware of those difficulties than Lane James. The proprietor and owner of OnTheField.com, James has been in the sports jersey business since 1993. In that year, he opened a physical location across from the then-standing Kingdome.
“We had our difficulties with teams going up and down, winning and losing, but once we moved to the Kingdome location, we started seeing growth,” said James. “Then we could turn to making our name a national or worldwide brand. We had wonderful IT people that helped us establish an online presence, and we started selling licensed sportswear through our website.”
Recognizing the inherent importance of a niche market, James made the decision to specialize in sports jerseys related to Major League Baseball, the National Football League, Major League Soccer, and many other sports-related organizations.
“The key factor in our business is customization,” said James. “Just select the specific jersey and tell us the name and number of your favorite player — or yourself — and we’ll ship that jersey to you with this custom information.”