The process of designing custom basketball uniforms is the most creative process for a sports apparel company. From the first brainstorming session to the final product, a company has the opportunity to build a unique identity for its client. At first, the client might be a school, team, or individual player. Then, the designer works to create a new look for the client, based on the desired identity. The designer can decide to make the new look one that incorporates their client's favorite color or design. In some cases, the designer might even decide to give their client a new name.