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.

In Loving Memory of

Our Founder, Ben Cole

October 19, 1975 — July 18, 2026

Ben Coale served as the managing partner and owner of Playmaker Embroidery, LLC from July 2013 until his passing in July 2026. A former science teacher and state championship-winning football coach, Ben built Playmaker with the same care, discipline, and teamwork he brought to the classroom and the field.

Under his leadership, Playmaker grew from a small local shop into a thriving community partner and creative collaborator. Ben believed deeply in the power of community, and he treated every client, school, church, and local business like family. He led with integrity, a quick wit, and a genuine desire to serve others. His dedication to his team and his community left a lasting mark on everyone he worked with.

While we deeply mourn the loss of our founder and friend, Ben's legacy continues. Playmaker remains fully open and operational. The fantastic staff that Ben put together continues to honor his vision every day. We are committed to maintaining the high standards of quality, craftsmanship, and personal service that Ben established.

As we move forward, we carry with us Ben's belief that every brand is a story, and we remain dedicated to helping you tell yours. Thank you for your continued support of our family-centered business.