New Soccer Store Feeds Demand

With little fanfare, Upper 90 Soccer, a new specialty soccer shop, inserted itself into Atlantic Avenue's retail landscape over the holidays. Aficionados, or at least those who know about it, have a clear opinion: It's about time.

"Finally," said 22-year-old Jeff Pehler, a regular at 's popular pickup soccer games just up Atlantic Avenue. "A soccer store in Brooklyn with a good selection."

Pehler, a designer who played soccer at The New School, said he's already visited the store several times since it opened Dec. 11 and estimates he's spent about $130 on jerseys and accessories.

"It's way better than EuroSport," he said, referring to the online retailer that dominates the specialty soccer market. "And I probably already saved $80 by buying" at Upper 90.     

Zac Rubin, the store's founder and manager, had a specific customer in mind when he launched the Boerum Hill location. He opened an original store on Manhattan's Upper West Side in 2009, but Rubin said he hopes his Brooklyn spot will attract a larger and more diverse demographic.

"We knew we wanted to open a store in Brooklyn," Rubin said. He listed the area's affluent families and strong immigrant populations as attractive factors.

"There's so much soccer going on around here."

The store itself is wide open and airy, covering 3500 square feet, and painted white all around to cover the concrete, piping and air ducts that adorn the walls and ceiling. The previous tenant was Masri Furniture, a furniture distributor, which moved out three years ago.

With all that space, Rubin has stocked the store with a colorful array of football (soccer) paraphernalia -- jersey, towels, bracelets, hats, etc. -- for fans of any team on the globe: Brasil, Cote-D'Ivore, Federation Mexicana, Manchester United, Italia, Arsenal, Chelsea, Real Madrid, and FCB to name a few.

And within the next week, the store plans to install an astroturf soccer pitch for customers to try on cleats and practice.  

There is also an extensive selection of high-end performance apparel and shoewear. It'll cost you though. A pair of underwear is $30, t-shirts cost more than $20 and cleats are as much as $250.

The pricy product line isn't price gouging, Rubin insists.

"There's a real demand for this."

Rubin estimates that there are 10,000 soccer players in Brooklyn and Upper 90 Soccer is the lone specialty soccer store in Brooklyn, an opportunity for the fledgling franchise to corner the market share of this growing sport.

But so far, few people seem to know about it. A lot of foot traffic, Rubin said, comes from people who are window shopping at the upscale clothing and antique stores that sandwich Upper 90 Soccer.

Few of Pehler's soccer mates at the YMCA knew about it either, but many of their ears perked when they heard what it was.

"Where is it? I'll definitely check it out now," said Alex Zamudio, of Fort Greene, who hadn't heard of the store.

Park Slope's Guy McFarland said he bought most of his shoes and jerseys online, but when told of the price range for jerseys at Upper 90 Soccer -- $60 - $80 -- he declared the prices reasonable.

Rubin, a 27-year-old former Wall Street commodities trader, said he wanted to build the business through partnerships with local soccer clubs and organizations.

"If we serve the soccer needs of the members of the community," Rubin said, "the dollars will be there."