About ProRel Soccer Shop
Knowing that lower division soccer clubs are thriving in communities across the United States - including his own - Michael “Hitch” Hitchcock set out to build something that reflects that growth: a lifestyle-driven soccer retail experience.
The concept is built around creating a space where supporters can come together to hang out, talk about the game, watch matches, and connect with the wider soccer landscape across the country. It goes beyond retail, blending soccer culture with a social environment and featuring curated craft beer from soccer-friendly breweries.
Through both its physical stores and the online platform at ProRel Soccer Shop, the mission is to actively support lower division clubs by selling their gear, with approximately 80% of proceeds going directly back to the clubs. Alongside that, the shop offers lifestyle apparel, vintage pieces, and unique items that reflect the game's culture off the pitch.
ProRel Soccer Shop exists to bring the soccer community together - supporting clubs, elevating the game at every level, and creating a space where fans can connect through a shared passion. Now expanded to five locations, the vision continues to grow while staying rooted in community, accessibility, and the spirit of the game.
The Hitchcock Family
The Hitchcock Family is a modern American soccer family. Michael played the game and is part of the "soccer bubble" in the US. He was a Georgia State High School All-Star and played for 4 years at Virginia Commonwealth University before working in the soccer business. Jamie has been a team manager and passionate soccer supporter at many different levels of the game. Eleni graduated from Texas Tech and launched the Lubbock Matadors, an NPSL team that averages 5,000 fans per game while providing a massive positive impact in their community. William is currently playing college soccer at VCU with plans to get his Masters in Sports Ledership in 2024. The Family are owners/investors in 15 soccer clubs in the US and around the world through their Sports Management Company, Playbook Management International and Soccer Investment Company, ProRel Soccer Ventures.
Michael, better known as Hitch in the sports industry, is a 28-year soccer management executive that includes the first half of his career in Major League Soccer during the early, humble building years. Hitch cut his teeth and learned the sports management business at DC United, Colorado Rapids, LA Galaxy. His final stop in his MLS career was working for Lamar Hunt as General Manager of FC Dallas. Hitch has committed most of his career and over half of his life to growing the sport of soccer. The second half of his career has been dedicated to lower-division soccer clubs that have a positive impact on their communities. Through his sports management company, PMI; Hitch has worked with over 100 professional soccer leagues, teams, events & venues. The sport of soccer has grown a ton over the last few years and is entering the biggest growth stage in the history of US Soccer.
Words from the Boss
“I love this game and the impact it has on communities across the world. Our philosophy is simple: Make Soccer Cool. Make Soccer Fun."
ProRel Soccer Shop is built on bringing people together through the game. It’s a lifestyle soccer shop designed for supporters, featuring jerseys, T-shirts, sweatshirts, hoodies, quarter-zips, hats, koozies, stickers, and more from lower-division clubs across the United States. You’ll also find vintage replica kits (limited supply), retro gear, and unique lifestyle pieces.
80% of all team gear sales go directly back to the clubs. Every purchase supports the teams and communities that make the game what it is.
ProRel is a passion project. A place - both in-store and online - for supporters to find great gear and back local soccer across America.
We built it for the game. We built it for the community.
We hope you enjoy it.”
- Hitch, Owner, ProRel Soccer Shop
