From Philippine Tailoring to Global Sportswear: The Caster Story

Product quality, customer service, and strategic partnerships propels Caster Global Sports Inc.’s success in the international stage. When Caster Sportswear was founded in the early 1980s by master tailor Carlito Atienza, it had a clear mission: to fill the gap for affordable yet high-quality customizable sportswear. Caster thrived locally for decades, as Carlito’s craftsmanship and commitment quickly earned the brand a reputation among discerning clients, which included major banks and universities. It was the fresh perspective of the next generation, however, that unlocked its global potential – transforming a homegrown brand into an international player. Advertisement Turning point Butch Atienza, Vice President of Caster Global Sports and a second-generation Atienza, brought a global perspective from his experience at a multinational company. He saw the growing demand overseas for the personalized kits his family has been producing for decades, but realized that expanding internationally meant rethinking logistics and embracing a bigger vision for growth. His research on logistics providers led him to FedEx. “We began shipping with FedEx in the early 2000s after finding the promotional box rates really attractive,” he said. “Back then, we were sending five to nine packages a week, until a FedEx representative noticed our volume and visited us to open an account.” By bridging the gap between traditional family values and modern logistics, Caster Global Sports brings bespoke Filipino designs to athletes worldwide. Advertisement This collaboration, now spanning more than 20 years, lowered the barrier to exporting and helped Caster Global test foreign markets without overcommitting resources. The partnership shortened the feedback loop between customer and manufacturer, as shipments to the U.S. was reduced to two to five days. Standing out Caster’s competitive edge isn’t just speed. In a market crowded with about 20 local competitors, the company differentiates through craftsmanship and customization. While others focus on basic sublimated prints, Caster offers embroidery, tailored designs, and one-off recreations. Customers, for instance, can send a photo for a bespoke sportswear order. This service resonates with buyers in the U.S. and Europe who seek distinctiveness over off-the-rack sameness. A disciplined production process underpins this promise. Every order begins with a specifications sheet and sample production before mass rollout – a quality-control step that reduces costly mistakes. Investment in new equipment, like full-body printers and modern embroidery machines, further improves consistency and throughput. Typical lead times range from two to three weeks for small runs (50–100 pieces) to three to six weeks for larger orders (around 1,000 pieces), which allows the company to serve both grassroots clubs and larger teams. Advertisement Caster also communicates costs and options clearly when errors occur, which ensures transparency to customers who accept the need to cover replacement shipping because of the service’s perceived value. This trust, coupled with responsive customer support, has turned one-time orders into repeat business. Scaling a manufacturing business likewise means juggling cash flow, balancing bespoke work with high-volume production, and maintaining consistent quality even as demand increases. These challenges shape Caster’s strategic decisions: standardizing specifications, documenting workflows, and partnering with a logistics provider that can scale with them. Future plans Butch is now exploring international franchising and partnerships as he looks ahead to Caster’s future. Interest has come from clients in Australia, Malaysia, the U.S., and Switzerland, and the company is studying franchising models and assessing options. At the local level, discussions have begun about sponsorships and collaborations with larger sports organizations, including with the Philippine Basketball Association. Advertisement Butch offers pragmatic advice for Filipino entrepreneurs watching from the sidelines: focus on product quality, invest in customer service, and build partnerships that reduce friction when expanding abroad. “Shipping reliably was a game-changer for us,” he said, noting how logistical confidence made it possible to sell beyond the Philippines without compromising service. From Carlito Atienza’s vision in the 1980s to Butch’s global expansion in the 2000s, Caster Global Sports Inc.’s journey proves that Philippine craftsmanship, family values, and strong partnerships can propel businesses to thrive in the global market. As they look to 2026 and beyond, this family business built on skills, quality, and innovation is only getting started. Discover more inspiring stories from entrepreneurs across Asia Pacific on FedEx Business Insights.