Long before big brands like Nike and Adidas ever sold official soccer jerseys in the U.S., former soccer player Josef was already carrying authentic jerseys from Europe to share his passion with other fans. Josef’s shop on East Washington Boulevard, full of colorful jerseys, shoes, soccer equipment, and stories, is one of the first global online soccer platforms in the world. From selling a few imported jerseys to starting one of the most unique soccer stores in the U.S., Josef’s passion for soccer turned into a place where American fans can find everything they need.
Josef’s story begins in Europe, where he spent his early life playing soccer and later studying for his coaching license. During his time there, he attended many youth and professional games, where he noticed something that caught his attention; lots of young players would trade jerseys after matches.
Out of curiosity, he asked one of them why they did it. The boy proudly told him he had over 60 jerseys, each from different teams and tournaments. That simple conversation stuck with Josef. He realized that these jerseys weren’t just pieces of fabric. He told us they were symbols of pride, connection, and memory for players and fans alike.
When Josef returned to the U.S., he was surprised to find that soccer jerseys were almost impossible to buy. At that time, most stores only sold team uniforms or knockoffs. To bring real, official jerseys to fans, he began flying back to Europe to import them himself.
His small business quickly gained attention, and even customers from Asia, including Hong Kong and Japan, began ordering from him. As more people discovered SoccerPlus, Josef expanded his inventory to include not just jerseys but also official name and number patches, and soccer shoes.
As SoccerPlus grew, its challenges did too. “Of course, you have to always be on top of the business to know what’s new in the business,” Josef said with determination. As the owner of SoccerPlus, he not only had to compete with other businesses, but also had to keep up with the fast-changing global trends in soccer and what fans want. “It’s always evolving, so you have to get new jerseys, new names, and numbers. Sometimes you can get them, sometimes you can’t, and sometimes it’s not available at all.” Josef explained.
Rows of classic and brand-new jerseys and soccer shoes fill the store. Many fans ask for older official shirts, which are hard to find because Josef only sells brand-new, official items. “I do only official jerseys, and it has to be brand new with the tags,” Josef said proudly. That challenge makes him spend a lot of time searching for the items his customers want, but also builds trust among them, helping his store remain competitive and unique.
When Josef opened SoccerPlus more than 40 years ago, the street was quiet. “There wasn’t even a fly passing by,” he laughed. He didn’t know if people would come, but he believed that if he worked hard and ran his business right, they would find him.
“Even if you’re on top of a mountain, people will come if you do things the right way,” he said.
At first, it was slow, but little by little, more people started showing up. Word spread that SoccerPlus had real jerseys you couldn’t find anywhere else. He didn’t just sell soccer stuff; he chatted with his customers and shared his love for the game with everyone who walked in. The store became a place where fans could talk about teams, players, and their memories.
Over time, his hard work paid off. SoccerPlus became well-known, not just in Pasadena but around the world. Even Nike once came to interview Josef about what made his store so special. He smiled when talking about it. “I just do what I love,” he said.
Now, after all these years, Josef still opens his store every day. He fixes displays, restocks new jerseys, and chats with customers about their favorite teams. “The business grows stronger every day,” he said. “As long as people love soccer, I’ll be here.”
Josef’s story shows how passion and dedication can build a legacy, from bringing a few jerseys from Europe to creating a place where soccer fans can connect and share their love for the sport. SoccerPlus is open every day of the week, so anyone can shop, look at the amazing displays, or chat about soccer with Josef himself. It is an important part of the community and proof that chasing your dreams can create something meaningful.
