This is the third part in a series featuring local Madison businesses.

In a street growing with franchise businesses, Sports World, locally-owned since 1988, does not seem to be feeling the pressure of losing competition to big, faceless corporations.

Sports World, a small, unique shop located at 510 State St., offers lines of "trendy" name-brand sports apparel, often targeted at the student market and age group.

Owner John Williamson had worked with another area retail company called Petrie's for 25 years before grabbing the available space on State Street and opening up his own store.

Prior to owning Sports World, Williamson had never envisioned himself being a shop owner.

"You'll see, too," Williamson said. "It just happens."

Fortunately, Sports World has become a pleasant surprise for Williamson.

The distinctive, student-oriented store features name brand sports apparel from Puma to North Face to Adidas, as well as a wide variety of golf discs, all in the interest of students.

Williamson claims the individuality of his store comes from stocking these "trendy items." He also said he ran a risk supplying expensive brand items.

"Most franchises do not wish to take the risk in buying such merchandise," he said.

Though Williamson does not let this risk stop him, he continues to stock in the interest of his customers.

Mallory Auster, a University of Wisconsin junior, said she enjoys working at Sports World and favors the hip, comfortable atmosphere on State Street.

"It is a really laid-back environment," she said.

Fellow employee Rhett Stoney, a UW freshman, is the second member of his family to become employed at Sports World.

Prior to starting three months ago, his brother had worked there for all four years of his student tenure.

"It's just a great place to work," Stoney said. "We just have a good time and try to have fun while we're working."

State Street, although often reported to be a highly competitive market, still maintains a community feel and close relationships among fellow local, privately owned businesses. "It is a really comfortable atmosphere among the State Street businesses," Auster said. "We all look out for each other."

Unfortunately, due to high rent costs, small businesses have a hard time establishing a place on State Street. This can open up the possibility for more franchises to upset the community feeling of private stores, according to Williamson.

Recent additions have included Reebok and the soon-to-come Fuddruckers.

And without the variety of eclectic shops that State Street has right now, Williamson fears it will lose its character.

With too many franchise companies, "You lose that draw, and you become just like any other mall," Williamson said. "I'm worried about the character of State Street changing."

Though with shops like Sports World offering lines and brands of clothing not normally found in large franchises, State Street still has hope for maintaining its character.