Global Leader in Lacrosse Gear
STX (stx.com) scores 82 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Sports & Fitness brands, E-commerce brands, in the 75th percentile of 4241 Sports & Fitness brands.
STX is an American sporting goods company specializing in lacrosse and field hockey equipment. Founded in 2014 and headquartered in Burbank, it offers a comprehensive range of products including sticks, pads, and protective gear. The company positions itself as a trusted, official source for premium equipment, emphasizing quality and performance for athletes, coaches, and enthusiasts in these two sports.
| Brand Name | STX |
|---|---|
| Domain | stx.com |
| Industry | Sports & Fitness, E-commerce |
| Founded | 2014 |
| Headquarters | Burbank |
| Main Competitors | Warrior Lacrosse, Maverik Lacrosse, Brine, Cascade Lacrosse, Under Armour (86/100), Nike (97/100), Grays International, Adidas (84/100) |
Moz Domain Authority 45/100 vs category average 45 / leader 94 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #1,337,413 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
STX appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "Shop the offical store for STX - a global sporting goods leader in lacrosse and field hockey. Get our full lineup from sticks to pads and more, plus get Free Shipping on LAX orders…" (Meta description: 36 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 2 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Shopify.
Social footprint: verified profiles on LinkedIn, Instagram, YouTube, GitHub; no detected presence on X (Twitter), Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is STX?", Claude could identify the brand as of September 2026. STX is a sports equipment brand best known for lacrosse gear, including sticks, heads, shafts, protective equipment, and apparel, and it also makes field hockey equipment. Best known for Lacrosse equipment, especially sticks and heads used by players at all levels.
When asked "Best brands similar to STX?", Claude would recommend STX as of September 2026. STX is one of the major established brands in lacrosse equipment, so it would naturally come up alongside brands like Warrior, Maverik, and Nike when discussing top lacrosse gear makers.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
STX's main competitors in Sports & Fitness: Under Armour (86/100), Nike (97/100), Adidas (84/100).
Sources: Brand Analyzer scan
STX has moderate AI-search visibility, scoring 51/100 on Brand Analyzer's AI visibility composite (visibility 43, trust 56, recommendation 59). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: STX official site
STX was founded in 2014. STX operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
STX is headquartered in Burbank. STX operates in the Sports & Fitness category.
Sources: Wikidata
STX scores 59/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: STX official site
STX can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: STX official site
STX offers a full range of lacrosse and field hockey equipment, including sticks, protective pads, and other gear designed to enhance athletic performance and safety. The company also provides e-commerce services through its official online store, including free shipping on lacrosse orders over $99.
Sources: STX official site
STX is a global sporting goods company specializing in lacrosse and field hockey equipment. It manufactures and sells sticks, pads, and other protective gear for athletes, coaches, and enthusiasts in these sports.
Sources: STX official site
STX designs, manufactures, and sells lacrosse and field hockey equipment, including sticks and protective pads. The company operates an official online store offering its full product lineup to athletes and teams worldwide.
Sources: STX official site
STX equipment is used by lacrosse and field hockey athletes, coaches, and enthusiasts seeking high-performance sporting gear. This includes players at various levels who require sticks, pads, and protective equipment for these sports.
Sources: STX official site
STX scores 51/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
STX has a limited AI-visibility profile at 51/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (59/100) and its weakest is visibility (43/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,337,413 (Tranco) and a Moz Domain Authority of 45/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data. In a live check, Claude could already identify STX from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to STX: Strong (82/100), Stromer (82/100), Sun & Ski Sports (82/100), Sunday River (82/100).
A step up - brands to learn from: Yonex (91/100), Yakima (91/100).
Category leader: Complex (97/100).
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