Brief History of the CustomKit Brand
The CustomKit.com domain was originally acquired in 2001 to support a bespoke cricket teamwear service for customers of Cricket World (Bolton). The CustomKit name quickly gained recognition and, driven by growing demand, expanded beyond cricket into football and workwear shortly thereafter.
Between 2015 and 2024, the domain was licensed and operated by Sportsmax Limited, a company that evolved from the Cricket World brand. During this period, the website was used to supply teamwear across multiple sports, working with established global manufacturers such as Nike, adidas, New Balance, and Joma.
This operational period was entirely separate from the original ownership and long-term vision of the CustomKit brand.
In March 2025, the CustomKit.com domain was sold independently of Sportsmax Limited as part of a broader effort to resolve challenges affecting that business. Following the sale, the domain was placed into hiatus and no longer associated with Sportsmax Limited or its operations.
On 1 January 2026, a new company, Custom Kit Group Limited, was incorporated with the sole purpose of relaunching and developing CustomKit as a modern, independent, and future-focused brand. The new company has no operational, financial, or legal connection to Sportsmax Limited.
Custom Kit Group Limited is now developing exciting new plans to deliver a next-generation customisation service for all major team sports across the UK, built on innovation, quality, and long-term stability.