The Boston Globe

Business

Lacrosse is creating a retail splash

As the sport takes hold, retailers are gaining customers

Brookline third-grader Beau Keough considers himself more than a dedicated lacrosse player. At 9 years old, he is already a lax bro, one of a growing group of young lacrosse enthusiasts who have cultivated a laid-back lifestyle to pair with the high-energy field sport.

“You have to have a lot of the stuff, wear it a lot of the time,’’ said Keough, who plays on the town team. “Lacrosse is cool.’’

Comments

As I longtime player & coach, I love that lacrosse has exploded. Having said that, outside of the shorts which are admittedly pretty cool, I think the whole "lax bro" thing is stupid.

I love the game. I played middle school through to college D1 and I couldn't be happier to see the sport taking off. That said, the lax bro thing is pretty lame. Kids will always have their fashions du jour, but it saddens me that lacrosse has to be associated with this kind of culture as opposed to simply beig appreciated for the fast paced, exciting, and challenging game that is. You don't see this on the basketball court, which may explain why the sport has so much more of a multi-cultural following. Also, you don't need 600 dollars worth of equipment or ten sticks to become an elite player. You just need to be an athlete. In my experience, the players who spent the most time worrying about their equipment were the ones who eventually lost their playing time to the multi-sport athletes that decided to pick up the game later in their high school careers.

keyrock, "you don't see this on the basketball court"? Huh? You see how much these kids that cant afford it are paying for the latest Nike Air? I live in a town that is not considered rich by any means and there are a ton of lax bros. The kids are good kids that love their sport. Kids could be doing a lot worse things. lighten up people.

One of the most annoying articles I've read in a long time. First, I find the appeal of lacrosse incomprehensible. Just an eyesore to watch. It should not come as a surprise that there are no major professional leagues anywhere. Calling it "Major League Lacrosse" doesn't change the fact that 6 people have heard of it or care about it. Second, the fact that there is a "culture" and a "lifestyle" nauseates me, especially as it seems almost indistinguishable from stoner sports like surfing/skateboarding/snowboarding. These kids are victims of marketing and corporate opportunism.