Privacy Policy

Last Updated: October 31, 2026

Southern Athletica LLC ("Southern Athletica," "we," "us," or "our") respects your privacy and is committed to handling personal information responsibly.

This Privacy Policy describes how we collect, use, disclose, retain, and protect personal information when you visit https://southernathletica.com (the "Site"), purchase our products, visit our retail locations, communicate with us, or interact with our advertising, email, SMS, and other services (collectively, the "Services").

"Personal information" means information that identifies, relates to, or can reasonably be associated with an individual, as defined by applicable law.

This Privacy Policy explains our information practices. Where applicable law requires separate consent for particular activities, we will obtain that consent.

1. Information We Collect

Depending on how you interact with Southern Athletica, we may collect the following categories of personal information.

Identifiers and Contact Information

Name, email address, telephone number, billing and shipping addresses, account identifiers, and other contact details.

Commercial and Transaction Information

Products purchased or considered, order history, transaction amounts, shipping details, payment status, returns, exchanges, refunds, and customer preferences.

Payment Information

Payment-related details necessary to process and verify transactions. Payments are generally handled by Shopify and authorized payment processors. We typically receive transaction confirmations and limited payment information rather than complete payment card credentials.

Internet and Device Activity

IP address, browser type, device identifiers, operating system, referring websites, pages viewed, products browsed, shopping cart activity, and interactions with our Site and advertisements.

Marketing and Communication Information

Email and SMS subscription preferences, consent records, marketing interactions, customer service correspondence, and promotional engagement.

Approximate Location Information

General location information inferred from IP addresses or provided shipping and billing addresses.

Customer-Provided Content

Product reviews, photographs, feedback, survey responses, and other information voluntarily submitted through our Services.

Inferences and Shopping Preferences

Information about likely product interests, purchasing preferences, and shopping behavior derived from interactions with our Services.

We may receive information directly from you, automatically through website technologies, or from service providers and advertising partners.

We do not intentionally request sensitive personal information that is unnecessary for our retail operations.

2. How We Use Personal Information

We may use personal information to:

• Process payments, purchases, and orders.

• Arrange shipping, delivery, returns, exchanges, and refunds.

• Provide customer support and respond to inquiries.

• Maintain customer accounts and transaction records.

• Communicate about orders, deliveries, and account activity.

• Send promotional email and SMS communications in accordance with applicable consent requirements.

• Personalize product recommendations and shopping experiences.

• Analyze website performance and customer engagement.

• Measure marketing campaigns and advertising effectiveness.

• Deliver relevant advertising where permitted by law.

• Detect, investigate, and prevent fraud or unauthorized transactions.

• Maintain website security and improve our Services.

• Comply with legal, accounting, and regulatory obligations.

• Establish, exercise, or defend legal claims.

We use personal information for legitimate business purposes and in accordance with applicable privacy requirements.

3. Cookies, Pixels, and Tracking Technologies

Our Site uses cookies, pixels, tags, and similar technologies to support shopping functionality, understand customer behavior, and measure marketing performance.

These technologies may include:

• Essential technologies: Support checkout, shopping carts, security, and customer accounts.

• Analytics technologies: Help us understand website traffic, shopping behavior, and performance.

• Advertising technologies: Support advertising measurement, attribution, and personalized advertisements.

• Preference technologies: Remember customer selections and improve shopping experiences.

Our technology providers may include Shopify, Google, Meta, Klaviyo, Hyros, and other service providers.

Some information may be transmitted through server-side integrations, including conversion tracking APIs.

Where required by applicable law, we obtain consent before activating non-essential technologies.

Customers may manage available cookie preferences through our website privacy controls and browser settings.

Disabling certain technologies may affect website functionality.

4. Advertising, Analytics, and Attribution

Southern Athletica uses advertising and analytics services to understand customer interests, evaluate marketing effectiveness, and promote our products.

These services may process information including device identifiers, browsing activity, advertising interactions, and purchase events.

Advertising and attribution partners may include:

• Meta, including Facebook and Instagram advertising services.

• Google advertising and analytics services.

• Hyros marketing attribution services.

• Shopify advertising and analytics integrations.

• Klaviyo marketing and customer engagement services.

Information may be collected through browser-based technologies and permitted server-side integrations.

Certain disclosures to advertising partners may be considered a "sale," "sharing," or processing for targeted advertising under applicable state privacy laws, even when no monetary payment is exchanged.

Where required by law, eligible customers may opt out of these activities.

We do not represent that all advertising-related disclosures are exempt from privacy laws merely because we do not receive payment for personal information.

5. How We Disclose Personal Information

We may disclose personal information to third parties when reasonably necessary to operate our business, provide Services, or comply with legal obligations.

E-Commerce and Technology Providers

Shopify and other providers supporting website operations, hosting, checkout, and customer accounts.

Payment Processors

Authorized providers processing payments, verifying transactions, and preventing fraud.

Shipping and Fulfillment Partners

Shipping carriers, logistics providers, and fulfillment partners responsible for delivering merchandise.

Marketing and Analytics Partners

Providers supporting advertising, campaign measurement, customer engagement, attribution, email, and SMS communications.

Customer Service and Returns Providers

Third parties assisting with customer support, returns, exchanges, and related services, including Redo.

Professional Advisers

Attorneys, accountants, auditors, insurers, and other advisers assisting with legitimate business matters.

Legal Authorities

We may disclose information in response to valid legal process, applicable legal obligations, or when reasonably necessary to protect rights, property, or safety.

Business Transactions

Personal information may be transferred or disclosed in connection with a merger, acquisition, restructuring, financing, or sale of business assets, subject to applicable law.

We seek to use appropriate contractual and operational safeguards when engaging service providers that process personal information on our behalf.

Independent third parties may process information under their own applicable privacy terms and legal obligations.

6. Email Marketing

Customers who subscribe to Southern Athletica email marketing may receive product announcements, promotional offers, new arrivals, and other marketing communications.

You may unsubscribe from promotional emails at any time using the unsubscribe link included in those messages.

Unsubscribing does not prevent necessary transactional communications, including order confirmations, shipping notifications, and customer service messages.

7. SMS and MMS Marketing

When you separately opt in to Southern Athletica's SMS or MMS marketing program, you agree to receive recurring automated promotional and personalized marketing messages at the telephone number provided, including product announcements, special offers, and abandoned cart reminders.

Consent is not a condition of purchase.

Message frequency varies. Message and data rates may apply.

You may opt out at any time by replying STOP. Reply HELP for assistance or contact support@southernathletica.com.

We may share mobile numbers, messaging preferences, and consent records with service providers that facilitate our SMS program.

Mobile opt-in information and consent records will not be sold or shared with third parties or affiliates for their independent marketing or promotional purposes. Information may be shared with messaging service providers as necessary to operate the program and as otherwise permitted or required by law.

Additional program conditions may be described in our Mobile Terms of Service.

8. Privacy Choices and Advertising Opt-Outs

Depending on your location and applicable law, you may have the right to opt out of certain uses or disclosures of personal information for targeted advertising, sale, or sharing.

You may submit applicable privacy requests by contacting:

support@southernathletica.com

Where available, you may also use the privacy preference and data-sharing opt-out controls provided on our Site.

We will process legally recognized universal opt-out preference signals, including Global Privacy Control, where required by applicable law.

Browser-based opt-out choices may apply to the particular browser or device used. Additional identification may be necessary to apply a request to other information associated with your customer account.

Opting out of targeted advertising may not eliminate all advertising or prevent essential transaction processing.

We will not require customers to surrender rights that cannot lawfully be waived.

9. U.S. State Consumer Privacy Rights

Depending on your state of residence and whether applicable privacy laws govern our business, you may have rights to:

• Access or confirm the processing of personal information.

• Request correction of inaccurate personal information.

• Request deletion of eligible personal information.

• Obtain a portable copy of certain information.

• Opt out of qualifying sales or sharing of personal information.

• Opt out of certain targeted advertising or profiling activities.

• Limit certain uses of sensitive personal information, where applicable.

• Appeal a privacy request decision, where applicable.

• Exercise applicable rights without unlawful discrimination.

These rights may be subject to statutory exceptions, verification requirements, and other limitations.

To exercise applicable rights, contact support@southernathletica.com.

We may request information reasonably necessary to verify your identity or an authorized agent's authority.

We will respond within applicable legal deadlines.

Where a right to appeal applies, you may submit an appeal to the same email address with "Privacy Appeal" in the subject line.

10. California Privacy Disclosures

This section provides additional information relevant to California residents, to the extent the California Consumer Privacy Act, as amended, applies to Southern Athletica.

The categories of personal information we may collect include identifiers, commercial information, internet or electronic network activity, approximate geolocation information, customer communications, and inferences about shopping preferences.

We collect information from customers, their devices, website interactions, and service providers for the purposes described in this Privacy Policy.

We may disclose these categories to e-commerce providers, payment processors, fulfillment partners, analytics providers, advertising partners, and other recipients described above.

Certain advertising-related disclosures may constitute a sale or sharing of personal information under California law.

Where applicable, California residents may request access, correction, deletion, and opt-out rights through the methods described in this Privacy Policy.

We do not knowingly sell or share personal information of consumers under 16 years of age.

We do not unlawfully discriminate against consumers for exercising applicable privacy rights.

California Shine the Light

California residents may have additional rights to request information concerning certain disclosures of personal information to third parties for their own direct marketing purposes.

Requests may be submitted to support@southernathletica.com with "California Privacy Request" in the subject line.

Do Not Track

Some browsers transmit a traditional "Do Not Track" signal. This signal is distinct from legally recognized universal opt-out mechanisms such as Global Privacy Control.

We address applicable opt-out signals in accordance with governing law and our implemented privacy controls.

11. Marketing Discounts and Promotional Incentives

Southern Athletica may offer promotional discounts or incentives to customers who voluntarily subscribe to email or SMS marketing.

Participation is voluntary and subject to the terms disclosed with the applicable offer.

Customers may withdraw from promotional communications through the available unsubscribe or opt-out methods.

Where an offer constitutes a regulated financial incentive under applicable privacy law, we will provide any additional disclosures and consent mechanisms required by that law.

12. Data Security

Southern Athletica uses reasonable administrative, technical, and organizational safeguards designed to protect personal information against unauthorized access, disclosure, alteration, or loss.

We work with established technology and payment providers to support secure transactions and business operations.

However, no internet transmission, electronic storage system, or security measure can be guaranteed completely secure.

We cannot guarantee absolute security.

If you believe personal information associated with our Services has been compromised, please contact us promptly.

13. Data Retention

We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Privacy Policy.

Retention periods may depend on:

• Transaction processing and customer service requirements.

• Accounting, tax, and recordkeeping obligations.

• Returns, exchanges, and payment disputes.

• Fraud prevention and website security.

• Marketing preferences and consent records.

• Applicable legal requirements and limitation periods.

• Establishing, exercising, or defending legal claims.

When information is no longer reasonably necessary, we take appropriate steps to delete, de-identify, or securely dispose of it, subject to applicable retention requirements.

Certain information may remain in backups or archival systems for limited periods consistent with legitimate operational and legal requirements.

14. Children's Privacy

Our Services are intended for a general audience and are not directed toward children under the age of 13.

We do not knowingly collect personal information directly from children under 13 without legally required authorization.

If we learn that personal information has been collected from a child in violation of applicable law, we will take appropriate steps to investigate and delete it where required.

We do not knowingly sell or share personal information of consumers under 16 years of age.

Parents or guardians may contact us regarding concerns about children's personal information.

15. International Customers

Southern Athletica operates primarily in the United States.

Personal information may be processed in the United States or other countries where our service providers operate.

Where applicable international privacy laws govern our activities, we will comply with relevant requirements concerning lawful processing, individual rights, and international data transfers.

Individuals with applicable privacy rights may contact us using the information below.

16. Third-Party Websites and Services

Our Services may contain links to websites, applications, or services operated by independent third parties.

These third parties may maintain their own privacy policies and information practices.

We encourage customers to review applicable third-party policies before providing personal information.

Nothing in this section limits legal responsibilities Southern Athletica may have for technologies or services integrated into our own operations.

17. Changes to This Privacy Policy

We may update this Privacy Policy periodically to reflect changes in our operations, technologies, legal obligations, or privacy practices.

Updated versions will be posted on our website with a revised "Last Updated" date.

Where required by applicable law, we will provide additional notice or obtain consent before implementing material changes.

18. Contact Information

For questions, concerns, complaints, or privacy rights requests, please contact:

Southern Athletica LLC

Email: support@southernathletica.com

Website: https://southernathletica.com

Mailing Address:

4700 Main Street, Suite N-121

Orange Beach, AL 36561

United States

Please include sufficient information for us to understand your request. We may need to verify your identity before disclosing or modifying certain personal information.