The Daily Citizen, Dalton, GA

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  • Michael Richmond holds up a shirt designed with a “Coahulla Creek Ogres” figure. Richmond hopes to bring his business that makes team uniforms with unusual mascots to Dawnville.

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  • Area residents are pictured showing off uniforms produced by JAMA Sports Apparel in Dawnville. Pictured from left are Alex Richmond, Spencer Hawkins, Justin Roberts, Michael Richmond, Hunter Nelson, Brock Nelson and Alan Richmond.

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March 21, 2010

Entrepreneur tries to sew up business with better uniform

Jamie Jones Dalton Daily Citizen

DALTON — Goblins, Minotaurs, Ogres and Thieves aren’t your typical sports team nicknames.

A little off the beaten path is how Dalton native Michael Richmond likes it.

With the area battling financial woes and rising unemployment, Richmond has started a uniform company called JAMA Sports Apparel (named after Richmond and his three sons Javy, Alan and Alex) in hopes of offering high quality apparel while also bettering the local economy.

“That’s the way we’ve always been up here,” Richmond said of he and his father, Freddie Richmond, an inventor and floorcovering industry entrepreneur. “Nothing ventured, nothing gained. Most of my investment was just my time.”

Since the apparel and textile industry fled the Carolinas for cheaper wages in Asia over the past few decades, Richmond said equipment he needs to make the baseball, basketball, cheerleading, football, soccer and softball uniforms is inexpensive. He currently uses a sew shop in South Carolina that employs six people. Richmond plans to have his operation in Dawnville, in a warehouse next to his father’s business, the Freddie Richmond Co., running by August. He would then move those six jobs to Dalton and also employ several people in sales. A year from now, he wants to have 20 to 30 workers.

 Richmond has been involved in the floorcovering industry for years. He came up with the idea for a uniform business several months ago. His children play in Whitfield County leagues and he was disheartened at the high price and, in his opinion, low quality of workmanship of the uniforms. The jersey fabric was lightweight while the name and numbers were screen printed.

“When I had to pay $85 — I know all about sewing it, all about buttons and fabrics — I looked at and I thought, ‘Well, I know I can do a whole lot better than that,’” Richmond said. “So I started working with fabrics.”

Uniforms begin at $65 and include a jersey, pants, belts, socks and hat. The price increases as extra touches, such as a child’s name on a jersey or additional logos are added. He donates a percentage of proceeds to each athletic department. An add-on embroidered patch supporting troops in Afghanistan and the Middle East is also available, with proceeds going to the charity.

Primary logos are just about as varied as you can find. Richmond’s cousin, also named Michael Richmond, drew the mascots. Players are encouraged to dream up their own mascots. Some of the color schemes are similar to the Georgia Bulldogs (red and black) and Tennessee Volunteers (orange and white).

The “old school” Cracker Jacks uniform is made to look like a late 19th century baseball design. Special Ops is a military-type design with camouflage pants, black cap and black jersey. The Goblins is an amalgamation of fluorescent colors.

Richmond said youth are looking for edgier mascots and colors.

While Bulldogs, Cardinals, Wildcats and Wolves are a bit less threatening than Richmond’s creations, they’re also a lot less interesting.

For information, contact Richmond at (706) 537-3804 or by e-mail at jamasports@gmail.com.

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