Serving you
since 1946.

Downtown Athletic Store is a team dealer located in Charlottesville, VA that provides schools and organizations with team uniforms, spirit wear, and equipment.


What We Do

Group Webstores
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Say goodbye to order forms! Collect and organize orders for your team with a game-changing platform designed to simplify the ordering process.

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We work with the top brands as a dealer of custom, sublimated uniforms.

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We sell everything from basketballs to new field goal posts.

Our Story

Downtown Athletic Store was established in 1946 by Carl Deane and two business partners. Carl played college football at Duke University and participated in the 1939 Rose Bowl in Pasadena. He enlisted in the U.S. Army and served in World War II. After returning to Charlottesville, he opened Downtown Athletic Store in 1946 in Downtown Charlottesville. Carl was one of the original ACC football officials and was inducted in both the Virginia High School League Hall of Fame and in the Virginia State Athletic Wall of Fame recognizing his contributions to athletics ranging from youth groups to colleges. Today, his son David carries on Carl’s tradition of volunteering, giving back to the community, and selling our outstanding products. Carl’s daughter, Maureen, manages the business with input from David. Carl’s wife, Ilma Deane, still comes into the accounting office on a daily basis like she has over the decades. Downtown Athletic Store gifts thousands of dollars in the form of sponsorships and donations to the communities it services each year.

Downtown Athletic Store to this day is a family owned business employing in excess of 35 people in Central Virginia and throughout the Commonwealth. Many of our employees are involved in the community and have children who attend local schools and participate in the local leagues.

Downtown Athletic Store believes in giving the customer quality products at a fair price with great customer service before, during, and after the sale. Downtown Athletic Store believes in helping to educate the customer in making the right purchasing decision. The staff has over 200 years of sales experience in the sporting goods industry. As a Sports Inc. member of the well-respected buying group within the sports industry, Downtown Athletic Store has been able to partner with the best vendors and sales representatives. The team at Downtown Athletic Store has the knowledge, experience, and resources needed to make sure that all customers have their needs met. We’ve Got The Gear!