The store aims to serve Louisville’s soccer-loving community. | Courtesy of Keith Seales

Amid the success of soccer team Louisville City FC, which is in its fourth season, and the city’s commitment to help the club build a $65-million stadium, businessman Keith Seales is betting on the future of soccer in Louisville.

Seales is opening a soccer-focused retail store called Soccertown in the Holiday Manor shopping center on Friday, June 15. The stores’ hours of operation will be 10 a.m. to 8 p.m. Monday through Saturday, and noon to 4 p.m on Sundays.

Soccer is “an up-and-coming thing,” Seales told Insider Louisville, noting that his kids play soccer and they attend University of Louisville and LouCity FC soccer games as much as possible.

Soccertown is located in Holiday Manor. | Courtesy of Keith Seales

The 2,180-square-foot store has televisions hanging on the walls along with clothing. Soccertown will stock a bit of everything, from training gear and agility cones to referee gear and shoes.

While the shop will be soccer-centric, it also will sell everyday athletic attire.

“Going with smaller brands that most people don’t know because all the larger brands you can get at bigger stores,” Seales said, naming Spanish sports clothing brand Joma and Italian brand Erreà.

The most well-known brand Soccertown will carry is New Balance, which Seales said is new to the realm of soccer.

In addition to Seales, Soccertown will employ four people, all of whom are involved in soccer in some way — two play soccer for Spalding University, he said.

“We’re ready to serve as a convenient and knowledgeable source for athletes and their families,” Seales said in a news release. “We recognize that the vast majority of the season is spent training, so we want to help outfit Louisville players with everything they need from agility cones to portable goals to the latest in clothing and cleats.”

Caitlin Bowling
Louisville native Caitlin Bowling has covered the local restaurant and retail scene since 2014. After graduating from the Ohio University’s E.W. Scripps School of Journalism, Caitlin got her start at a newspaper in the mountains of North Carolina where she won multiple state awards for her reporting. Since returning to Louisville, she’s written for Business First and Insider Louisville, winning awards for health and business reporting and becoming a go-to source for business news. In addition to restaurants and retail business, Caitlin covers real estate, economic development and tourism. Email Caitlin at [email protected]