# How a Baseball Retailer Found Its Way to the Field of Dreams

Published 2019-11-11 · Updated 2026-07-23 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/how-one-retailer-is-keeping-the-history-behind-this-landmark

> When baseball lifestyle apparel brand Baseballism opened in 2006, it was a dream opportunity for its founders, a group of former college baseball players. Thirteen years later that dream is heading to the Field of Dreams. Baseballism started as an e-commerce platform but has steadily opened brick-and-mortar locations in strategic locations that have…

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When baseball lifestyle apparel brand [Baseballism](https://www.baseballism.com/) opened in 2006, it was a dream opportunity for its founders, a group of former college baseball players.

Thirteen years later that dream is heading to the [Field of Dreams](https://fieldofdreamsmoviesite.com/).

[Baseballism](https://www.baseballism.com/) started as an e-commerce platform but has steadily opened brick-and-mortar locations in strategic locations that have importance in the baseball world. These include the Hall of Fame in Cooperstown, New York and several [Major League Baseball](https://www.mlb.com/) stadiums.

A remote field in Dyersville, Iowa may not seem like a home run for a retail store but considering the historic relevance of the [Field of Dreams](https://fieldofdreamsmoviesite.com/), where the iconic movie of the same name was filmed in 1989, this location is a natural fit for [Baseballism](https://www.baseballism.com/) brick-and-mortar store.

“It’s a really special place for a lot of people and we’re excited to get in there and create something meaningful and be part of the fabric of the Field of Dreams,” Baseballism COO [Jonathan Jwayad](https://marketscale.com/industries/contributors/jonathan-jwayad/) said.

[Baseballism](https://www.baseballism.com/) will replace the existing [Field of Dreams](https://fieldofdreamsmoviesite.com/) gift shop in spring of 2020, according to the company.

### Throwing Retail A Curveball

In recent years, analytics has changed the way [Major League Baseball](https://www.mlb.com/) teams approach the sport. In the world of baseball retail, one company is using a similar approach to carve out a new direction of its own.

The teammates-turned-business-partners at [Baseballism](https://www.baseballism.com/), a Portland, Oregon-based retailer founded in 2013, have defied conventional wisdom by creating success out of two institutions that are perceived to be shrinking.

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