First Ever is a Melbourne-born sports apparel brand founded in 2018. As the exclusive Champion teamwear apparel partner in Australia and to the National Basketball League (NBL), we design, manufacture, and deliver high-quality sportswear for athletes, teams, and organisations.

We manage the full merchandise programs for the Tasmania JackJumpers, Melbourne United, Brisbane Bullets, and New Zealand Breakers, spanning online store management, product ranging, game day sales operations, and performance marketing for each club. We also operate the NBL Store, the league's official online retail destination.

Most recently, First Ever partnered with the Harlem Globetrotters to manage their official online store for the Australian market, and serves as the official supplier to the National Pickleball League (NPL).

Beyond league supply, we operate two sports customisation stores, FE Custom and Champion Teamwear, giving clubs, teams, and organisations access to premium custom apparel with a fully managed online experience.

Our broader partner offering spans three tiers: fully managed Champion-branded merchandise programs with national retail distribution through Rebel Sport and other major national retailers, white-label product design and manufacturing with managed online stores, and entry-level merchandise curation and fulfilment for growing clubs and organisations.

Rooted in Melbourne's culture and its genuine love of sport, First Ever delivers gear that sits at the intersection of performance and everyday style, straightforward, reliable, and built to last.