About Us

About Playmaker — Where Passion Meets Craft

Founded in Dothan, Alabama, PlaymakerAL began as a dream: to bring professional, custom apparel and promotional gear to teams, schools, businesses, and organizations in the Southeast. What started with a single embroidery machine has grown into a full-service design, print, and branding studio — all while keeping the personal touch that means so much to our clients.

Our owner, Ben Coale — a former science teacher and coach — leads with the same care, discipline, and teamwork he brought to the classroom and field. Under his guidance, we’ve built Playmaker into more than a business — it’s a community partner, a creative collaborator, and a brand builder.

At PlaymakerAL, we believe your brand is a story — and every stitch, print, and custom accessory is a chapter. We combine quality craftsmanship, local pride, and collaborative design to deliver gear that not only looks great, but speaks to who you are.

The Playmaker Crew

Our Core Values

Quality First

We don’t settle for “just okay.” Every product is vetted to ensure it meets our high standards.

Personal Service

No faceless interactions. You’ll speak with us throughout the design, production, and delivery process.

Local Roots, Broad Reach

Though based in Alabama, we serve clients regionally and beyond — without losing the hometown feel.

Growth & Integrity

As a family-centered business, we’re teaching future generations the value of hard work, accountability, and community.

Ben Coale

Our Founder

Ben Coale has been the managing partner/owner of Playmaker Embroidery, LLC since July 1, 2013. Before taking over at Playmaker, Ben was a science teacher and football coach. He enjoys applying things learned in that profession to his business today. The practice of developing and working with a team has been significant in putting together the fantastic staff at Playmaker. Owning a small business makes a person part of the community and Ben deals with many local businesses, schools, non-profits, and churches.