Founded in 2007 and headquartered in Memphis, TN, Gametime Athletics, Inc. is a leading designer and distributor of custom athletic and urban apparel. Gametime Athletics owner Checliss "Big C" Rice began designing throwback jerseys in 2004 and eventually expanded into custom jackets and tees. The brand Gametime Athletics went retail in 2005 with the "Hood Collection"-a line of custom tees. Gametime Athletics later launched clothing lines-Lavince Casual for men and Sugaplums for women. Gametime Athletics was awarded the 2005 Southern Entertainment Awards Clothing Line of the Year. In the fall of 2006, Gametime Athletics inked a deal with three NBA franchises: The Memphis Grizzlies, Milwaukee Bucks, and Minnesota Timberwolves to produce exclusive team footwear.