Overview
Riddell is an extremely well-known sports equipment retailer. Best known for being the official helmet of the NFL, Riddell’s products are also widely used in Major League Baseball, NASCAR and are the choice of thousands more athletes in the collegiate and high school levels.
Riddell1.com bills itself as being “for players only.” The product site offers athletes plenty to choose from, but their Fan Shop carries a very limited selection of merchandise.
Navigation on the site can be difficult. Clicking on the logo in the top left of the screen redirects users back to the company homepage and away from the Fan Shop. Visitors are given the choice to shop by different leagues and types of helmets, but clicking on the links opens up a drop down menu listing all the subcategories. This makes it difficult to browse the site, especially for those customers who don't know exactly what they are looking for.
Aside from helmet products, the Fan Shop offers “Personalized Collectibles,” such as cartoon prints, pictures of athletes and stadium signs that can be customized to feature someone's name. The site also offers “Nostalgic Metal Signs” and address plaques. This site, however, does not carry any autographed memorabilia.
The Good
- Good selection of sports equipment and gear
The Bad
- Extremely limited selection of licensed apparel and accessories
- No autographed merchandise
- Difficult to navigate
