Local athletic shop provides equipment for growing sport

When Matt Hicks played his first lacrosse game in 1998 as a freshman at Austin High School, there was no turning back.

"It was just something different," he said. "It's very fast, and it's very unique."

Fifteen years later, after playing in and coaching leagues throughout Austin, Hicks is now the manager of Adrenaline Lacrosse, a specialty store in Westlake offering an array of lacrosse equipment, such as sticks, string for nets, gloves and padding for purchase or rental as well as sports apparel.

Formerly South Swell Sports, Hicks said the company decided to rebrand its eight locations in Texas and California to Adrenaline Lacrosse. The California-based sister companies launched in 2001 to fill the gap in the lacrosse market in the western part of the U.S.

Noah Fink, president of team sales, said the store will finish the rebranding process within the next six months.

Originally created hundreds of years ago by Native Americans, Hicks said lacrosse has since evolved into a rough, high-contact sport played by a growing number of people throughout the country. According to a participation survey released by U.S. Lacrosse, the national governing body of lacrosse, more than 600,000 people played on lacrosse teams throughout the nation in 2011, an increase from 2001 when the reported number of players was just over 250,000.

Fink estimates that between 3,000 and 3,500 people in Austin play lacrosse recreationally and in leagues, a growth he partially attributes to the city's growing population.

The staff at Adrenaline Lacrosse has many years of experience playing and coaching the sport, using their knowledge to help customers to make the most informed decisions when making a purchase and ensuring they will buy equipment to fit their needs.

"You can go to any sporting goods store and buy lacrosse stuff, but you're talking to some guy who doesn't know what lacrosse is," Hicks said.

Despite the new name, Adrenaline continues to carry the same equipment and provide opportunities for children and adults of all ages to become involved in lacrosse.

"I used to be that little guy who knew nothing [about lacrosse]," he said. "It's cool to share my knowledge with a kid and see his eyes light up."

Adrenaline Lacrosse, 6293 N. Capital of Texas Hwy., Ste. 300, Austin, 512-732-0002, www.adrln.com