How We Got Started

WILLIAMS ATHLETICS was founded in the summer of 2009 as Samirada LLC.  After working 26 years in the corporate world for Shell Oil Company and subsequently as Vice-President, Retail Travel at American Express, John Williams decided to open a small, family-run sports store.  Through the years, John built a passion for two areas in his life; sports and his children.  On almost any weekend he could be found playing, coaching his kids or simply watching them enjoy the sports they love.  It is John’s drive and ambition to establish a business with his children that fueled his energy to combine his personal love for sports and career pursuits. 

The goals for the store was simple; create a wholesome, pleasant place for locals to shop for their sporting needs without the problems associated with major chains and online retailers.  His aspiration is to offer a store that competes with the big-box locations on price yet distinguish themselves through exceptional customer service.  This service is personal in nature; staying open later if a customer requires, rewarding loyalty with a warm, personal greeting and ensuring the availability of the right products for the needs of the customer.

In early 2016, driven by the technical prowess and creativity of his oldest son, Daniel, WILLIAMS ATHLETICS has expanded its offerings to easily accommodate the needs of the TEAM business.  Our team store,, is open and continues to grow by leaps and bounds.  We work with our existing customers and build tailored online store solutions specifically for their teams with the same core values of on-time and right, EVERY TIME.  If you’re a coach, team manager or just someone who wants to help out a local team without all the hassle of ordering team gear give us a call and let us do all the work.  We have numerous references if you would like to talk with our past customers. 

After being in business for 7 years, we’re here to stay!...

Stop by and visit; let’s grow together!

Our Employees 

Daniel Williams - employee since 2009. Daniel has a wide range of expertise in most every sport represented at Williams Athletics. He was an accomplished baseball player at an early age being a 2-time all star and playing on a 3rd place state championship team. He also played select soccer for several years for many clubs in the greater Jacksonville area. He wrestled for 4 years at Bartram and later Creekside High Schools, later being name twice to the all-county wrestling teams. He also swam and competitively in youth leagues as well as one year in high school. Daniel also lettered in football and track & field. Daniel will soon be graduating from UNF.

Andre hall, employee since 2014. Andre was ‎a 4 time Letterman and a starter on the district champion Creekside high school team in 2014. He played many sports growing up, including baseball, basketball, football and track & field. Andre was named offensive most improved player his senior year. He was a frequent customer here in the store before working with us.  Andre is taking classes at FSCJ.  

Samuel Williams - employee since 2012 - Samuel played a myriad of youth sports including baseball, football and travel soccer, later playing for Creekside JV soccer. Samuel played soccer for Creekside as well as lettering in wrestling. His primary focus in high school turned out to be swimming where he was an integral part of the 2015 state championship team.  Samuel is currently attending FSCJ and will be enrolling at UCF in the Fall of 2017.

Rachel Williams, employee since 2015 Rachel early passion was soccer and track. She ran track and swam for Creekside high school, lettering in both sports. She is currently attending Nease high school where she runs track.  

Michael Williams - employee since 2010 - Michael, while no longer a regular at the store, still works at the store‎ on a seasonal basis. Michael played many youth sports including baseball and soccer. His true passion was swimming, whereas he was a 3-time Letterman for Creekside high school. He is currently attending Florida State College in Jacksonville.  

All photos are for illustrative purposes only, final graphics will be at the discretion of Williams Athletics.