Star quality Dreams Inc. believes that building a talented team and designing an innovative game plan works as well in selling sports gear as it does in sports itself, Keith Regan learns. Thanks to an almost insatiable appetite by consumers for the apparel and related gear of their favorite teams and players, the sports licensed product and memorabilia business is a massive one, worth approximately $14.5 billion a year. But the traditional nature of the business has often made it a challenging one as well.