history
How we got here and where we're going
The Beginning
On March 1, 1984 recently retired mid pack professional BMXer Randy Schaffner launches Prime Racing Designs with a single product, a BMX number plate. With BMX racing being at its all time high the product took off immediately. The plastic for the plates was die cut by a company in Oakland, Ca. and the decal was produced in Sacramento, Ca. Plates were assembled, packaged, and shipped by Randy, and a friend or two in Dixon, Ca. right in the middle of the two suppliers. Unhappy with the quality of the decals we learned screen printing and brought decal production in house by the end of that first summer. On Thanksgiving day 1984 Randy, a skateboarder since 1975 goes snowboarding for the first time(more on this later).
Full in house production
Our die cutter was a high production shop doing boxes. and other parts for some of the largest companies in the Bay Area. We were probably their smallest customer, one day the owner said "Why don't you do this yourself?", and pointed to a early 20th century Heidelberg printing press that had been converted to die cut. A check for $1000, and we had our own very dangerous, certainly not OSHA approved in house number plate making machine. They continued to make our tooling for many years, but we were fully vertical before it was a word.
Adding products and revenue streams
More number plate styles are added as well helmet visors, and brake guards. After having a BMX pant manufacturer make some product for us that was very sub par we bought our first sewing machines, and we were in the racing pant and jersey business. BMX racing starts it's downward spiral as electronics increasingly keep kids indoors. We start screen printing T-Shirts, and stickers for customers outside of the bicycle industry. One customer was Target stores, we printed about 1000 hats for their Maintenance Department. We proudly delivered 1000 hats on time that said Target "Maintainence". This was pre computer era, expensive lesson learned. After that we always had a dictionary handy, to double and triple check artwork.
increased capital
Continuing the BMX business in a shrinking market makes expanding difficult, we began thinking beyond the bicycle business.. At the end of 1988 Prime USA as it is now called is acquired by Panda Bike Company, and Randy remains a minority owner of the brand.
High end retailers
With increased capital Prime USA launches a line of USA made bags and backpacks selling them to our current bike dealers. A buyer from Macy's happens upon one, and arranges a meeting. Within a few months production ramps up as every Macy's in the western United States places orders. One of Macy's flagship stores in San Francisco has 30 feet of high dollar wall space 8 feet high dedicated to Prime USA bags. By the end of 1989 we were selling to Macy's, Nordstom, Dillards, I Magnin, and Bullocks as well as hundreds of smaller retailers outside of the bike industry. Prime USA also creates a snowboard pant, and two jackets for the 89/90 season. Many of our bike dealers are also selling snowboards, the first run of outerwear sells out within a few weeks.
Goodbye BMX for now, and hello full time snowboard Apparel company
In early 1990 Prime USA exhibits at the Snow Industry of America(SIA) show in Las Vegas. At the time the snowboard industry in the USA was a handful of board companies, and a handful of snowboard apparel companies, we were the proverbial redheaded stepchild to the ski industry. We were put into a room to the side of the main hall that most ski retailers didn't even realize existed. Even though they tried to hide us Prime USA picks up distributors in Japan, Norway, and Canada as well as several dozen additional USA retailers. The bag business continued to flourish, but several weeks after the show Panda Bike Company informs Randy that they did not want to move forward with the snowboard line as they did not see a future in it. Randy makes a deal to hand back his percentage of Prime USA, and take the snowboard business on his way out the door. He continues on as a consultant with Panda Bike Company for several years. Prime USA snowboarding becomes Nine One Six(916), named after the area code for the Sacramento and Lake Tahoe area, it is also a nod to early Northern California Punk label 415 Records. Nine One Six sets up shop in a loft area in friends Avalanche Snowboards warehouse, Avalanche was one of the early snowboard powerhouses. Winter 1990/91 production again sells out within weeks.
Performance Fabrics
After Nine One Six gets a season as a stand alone company under our belts we move back to Sacramento, Ca. in a warehouse just around the corner from the recently finished Arco Arena, home of the Sacramento Kings. It is during the 1991/92 season that snowboarding begins it's medioric rise in the Media. Channels like MTV grab on to snowboarding as the next big thing in youth culture. Over the next few years the snowboard industry goes from a couple of dozen companies to well into the multiple hundreds. Buyers from Japan were literally writing high 5 and 6 figure checks to any snowboarder he said they could make them product. During those years we were able to achieve 70-80% yearly growth while being completely self financed despite the influx of competition from snowboarders who had never made a single product but now had the money to figure it out. Most did, a few took the money and ran. But the seeds of the demise of the snowboard industry V1 were being planted.
Nationwide Distribution
A national distribution network was established, reaching customers in all 50 states for the first time and cementing our status as a truly national brand.
Full-Color Catalog
Our first full-color sublimation catalog was printed and mailed to 10,000 clients and prospects, showcasing the breadth and quality of our American-made product line.
Teamwear Division
A dedicated teamwear division was launched, serving school sports programs, travel leagues, and amateur athletic organizations from coast to coast.
Quality Certification
Quality management certification was achieved, reinforcing our commitment to consistent, verifiable American-made excellence on every order we fulfill.
Racing Events
Custom sublimated apparel was supplied for regional and national racing events and sponsorship programs, raising our profile in the competitive motorsports market.
Custom Embroidery
Custom embroidery services were added to complement our sublimation printing, giving clients even more options for personalizing their branded apparel.
Safety Workwear
The workwear line was extended to include high-visibility safety gear for construction, infrastructure, and industrial sector clients requiring ANSI-compliant outerwear.
Online Portal
Our first digital design submission portal launched, allowing clients to upload artwork online — a pioneering move in the custom apparel industry at the turn of the millennium.
Digital Sublimation
Major investment in next-generation digital sublimation presses delivered print quality and throughput that set new industry benchmarks and fueled our next phase of growth.
Made in USA Pledge
While competitors began offshoring production overseas, we publicly reaffirmed our 100% USA manufacturing commitment — a pledge we have kept every year since.
200+ Products
The product catalog expanded past 200 SKUs, covering apparel, accessories, and promotional items — all manufactured without exception on American soil.
Collegiate Sportswear
A custom sportswear collection was developed for collegiate and professional training programs, bringing broadcast-quality uniform aesthetics to performance athletic wear.
Heat-Transfer Vinyl
Heat-transfer vinyl printing was added as a complementary process, enabling small-run and cut-and-sew designs alongside our core sublimation offering.
In-House Design Studio
An in-house design studio opened with dedicated art staff, giving clients without existing artwork the support they need to bring their vision to life.
Bulk Pricing Program
A structured bulk pricing program was introduced, making professional-grade custom apparel financially accessible to organizations and clubs of every size.
Government Contracts
Government and municipal contracts were secured, supplying branded uniforms and branded apparel for public sector employees and civic organizations nationwide.
Resilience
We maintained our full workforce through the economic downturn, doubling down on American-made values at a time when others were cutting corners or moving jobs offshore.
Eco-Friendly Inks
Eco-friendly water-based inks and sustainable production processes were introduced across all print lines, reducing our environmental footprint without sacrificing quality.
Racewear Sub-Brand
A dedicated racewear sub-brand launched with specialized fire-rated sublimated suits and full team apparel packages, serving amateur through semi-professional circuits.
Youth Sports
A youth sports teamwear program launched in partnership with local leagues and school athletic departments, bringing pro-quality custom jerseys to the next generation.
Online Design Tool
An interactive online design tool launched on our web portal, allowing clients to preview custom layouts in real time before placing an order.
Branding Products
A branded promotional products line was introduced, expanding beyond apparel to merchandise, accessories, and hard goods — all produced in America.
500+ SKUs
Our product SKU count surpassed 500, covering every major custom apparel and branding category and confirming our position as a full-service American manufacturer.
Record Volume
A record annual production volume was achieved — over 50,000 custom orders fulfilled in a single year entirely by American workers on American machinery.
AI Design Templates
An AI-assisted design template system was introduced, dramatically reducing artwork turnaround time for standard orders and streamlining the client experience.
Rush Production
A rush production program launched, offering same-week delivery for qualifying orders — meeting the demands of last-minute events, tournaments, and promotions.
International Shipping
International shipping expanded, allowing customers in Canada, the United Kingdom, Europe, and Australia to order directly from our American production floor.
Digital Design Center
A new digital design center opened with state-of-the-art visualization tools and client collaboration technology, transforming how custom orders are conceived and approved.
Essential Workwear
We pivoted to produce essential workwear and protective gear during the global pandemic, keeping our workers employed while supporting frontline professionals across the country.
E-Commerce Relaunch
The full product catalog relaunched on an enhanced e-commerce platform with streamlined online ordering, improved mockup previews, and faster checkout for returning clients.
Sustainable Materials
Recycled-content fabric options were added across core product lines, giving environmentally conscious clients access to sustainable American-made custom apparel.
Digital Mockups
A photorealistic digital mockup preview system was deployed, giving every customer an accurate visual proof of their custom order before production begins.
New Markets
New market segments were entered — including custom sublimation for accessories and specialty goods — broadening the reach of American-made customization.
41 Years Strong
We celebrated over 41 years of continuous American manufacturing — never offshoring, never compromising on quality, and still producing every order on home soil.
The Future Is Made Here
We continue investing in American workers, American infrastructure, and the latest sublimation technology — building on four decades of craftsmanship and ready for what comes next.