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From 1908 until 1961 Sears, Roebuck & Company sold a wide variety of sporting goods, including Baseball bats, under the brand name "J. C. Higgins." Some of these bats were made by the Hillerich & Bradsby Co. (Louisville Slugger) under the J. C. Higgins brand name as they did for other large retail stores. John Higgins was the manager of the Sears headquarters' office bookkeepers. John Higgins consented to Sears use of his name for a new line of sporting goods. Since he did not have a middle initial, Sears added the "C." In 1908, the Western Sporting Goods Company in Chicago began putting J.C. Higgins on baseballs and bats, and gloves sold in Sears catalogs. The J.C. Higgins brand disappeared shortly after Sears introduced the Ted Williams brand of sporting and recreation goods in 1961.

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