Varsity Spirit

Varsity Spirit provides apparel, educational camps, competitions, publishing and media for cheerleading, dance and performing arts. Its customers include school and collegiate spirit squads, all-star and recreational teams, marching bands and other performing ensembles. Based in Memphis, Tennessee, the company operates within Varsity Brands.

Founded by Jeff Webb in 1974 through the Universal Cheerleaders Association, the business developed around a combination of athlete instruction, custom uniforms and championship events. Webb launched Varsity Spirit Fashions in 1979 to produce athletic apparel designed for cheerleading. That combination of training, products and competition remains central to the company's activities.

Apparel, instruction and events

The company's apparel work spans cheerleading and dance uniforms, performance footwear, marching band uniforms, color guard clothing and accessories. Its services include custom design, fitting and garment manufacturing, alongside summer camps and clinics for cheer, dance and band participants.

Varsity Spirit trains more than 350,000 young athletes annually through its camps and hosts over 600 regional and national events each year. Its championship programming includes competitions at Walt Disney World Resort, with national broadcasts on ESPN. Event operations encompass staging, judging, scoring and team travel and accommodation services.

Publishing and media

Varsity TV extends the company's event activity through live streaming, archived routines and original programming. Its media work also includes documentary production and animated entertainment collaborations, connecting its cheerleading background with content intended for broader audiences.

The business expanded into marching arts in 2019 through acquisitions of Stanbury Uniforms and SA Feather Company, establishing Varsity Performing Arts. This broadened its apparel and instructional activities beyond cheer and dance.

In 2024, the former Herff Jones yearbook operation was integrated into Varsity Spirit as Varsity Yearbook. The division provides school yearbook design, adviser resources, production software, printing and customer support. Together, these activities connect the company's work in school participation and performance with publishing and school memorabilia.