Sportswear wholesalers

I'm toying with the idea of opening up an independent running & cycling gear shop in my local town.  Having looked at the main sportswear producers (Nike, Brooks, etc) it seesm they have main distributors that would wholesale to me as the retailer.  I'm finding it difficult however to sift through the immense number of "we'll sell it to you cheap" stores as opposed to bona fide wholesalers who actually care about sport (whilst still making a hefty profit of course). 

Has anyone had any experience in dealing with wholesale sportswear companies?