Thanks in part to Liberty University’s licensing efforts and tremendous athletics success, students and Flames fans now have another outlet to buy LU apparel. High Peak Sportswear, with locations on Memorial Avenue in The Plaza and on Main Street in downtown Lynchburg, is currently selling officially licensed and locally screen-printed Liberty clothing and novelty items, including T-shirts, sweatshirts, visors, hats, polo shirts, pocketbooks, car flags, tote bags and backpacks.
“The process of High Peak becoming a retail partner with Liberty is something we have been working on for two years now,” said Kevin Keys, LU’s associate athletics director of external operations. “We need many local retail establishments to join with us to increase the recognition of the Liberty brand. This is a win-win for Liberty and any retail business that wants to partner with us.”
Locally owned and operated in Lynchburg, High Peak has additional locations in Blacksburg, Charlottesville and Roanoke, servicing fans of Virginia Tech, The University of Virginia and James Madison University. Apart from retail products, the sportswear store also specializes in custom and screen-printing, embroidery and promotional projects. In the past, High Peak has produced apparel for Liberty’s Winterfest, athletics, marching band and intramural teams.
“We very much appreciate the opportunity to be involved with Liberty University as it grows,” owner Ralph Smith said. “It’s such an important part of the community. To have a retail store that specializes in collegiate sportswear and not include Liberty University, I think you’d be missing the boat with that.”