Varsity Brands, Inc. is an American apparel company owned by the private equity firm Kohlberg Kravis Roberts.

It is primarily focused on academic apparel and memorabilia, with its operations split among three major subsidiaries, including Herff Jones—a manufacturer of products such as class rings, graduation caps and gowns, and yearbooks; Varsity Spirit—which produces apparel and competitions in cheerleading; and BSN Sports, a distributor of sports uniforms and equipment.

[7] In May 2020, Varsity Brands faced a consolidated lawsuit[8] over monopoly control in the cheerleading apparel industry.

[9] In September 2022, Varsity Brands also faced two lawsuits regarding sexual assault charges related to Varsity-Brands-connected coaches.

[10][11] In May 2024, Varsity Brands and its previous owners agreed to pay $82.5 million to settle a class-action lawsuit accusing them of monopolizing the cheerleading competitions, camps, and apparel markets.