Soccer City, a specialty soccer store tucked into the Cordata neighborhood of Bellingham, Washington, marks its 30th anniversary this year. What began as a modest effort to import Umbro shorts for local youth teams has evolved into a two‑level retail space that also handles printing and embroidery for a roster of regional clubs and businesses.
Owner Drew Smiley, who started the shop after fulfilling a border‑crossing request for Umbro apparel, now oversees an operation that ships gear to leagues across the Pacific Northwest and, more recently, to international partners.
World Cup Momentum
The quadrennial FIFA World Cup has become a catalyst for unexpected sales spikes. A $45,000 order for the Tsleil‑Waututh Nation’s new soccer facility in North Vancouver illustrates how a single tournament can generate contracts that reach far beyond U.S. borders.
In preparation for the latest edition, Smiley placed a $250,000 inventory order, betting on heightened demand for jerseys, balls and custom‑branded equipment. Yet not every purchase will find a buyer; items such as Italy‑themed kits may sit unsold if the Azzurri fail to qualify.
The store competes with global e‑commerce giants like Soccer.com as well as domestic chains including Dick’s Sporting Goods, but its deep ties to local teams give it a niche that online retailers cannot replicate.
Family and Community Roots
Beyond the shop floor, the Smiley family is woven into the region’s soccer fabric. Drew Smiley has coached at Lynden High since 1992 and earned the 2011 Washington high school coach of the year honor. His son, Trey Smiley, guards the net for the University of North Carolina‑Wilmington, while daughter Alexa Smiley once starred as a forward for Hawaii‑Hilo’s collegiate program.
Wife Nicole Robinson Smiley often assists with operations, helping the business balance day‑to‑day management with the family’s athletic commitments.
Local schools, community clubs and even the nearby Western Washington University soccer program regularly turn to Soccer City for uniforms and custom apparel, reinforcing the store’s role as a community anchor.