• Loading stock data...
Wednesday, October 8, 2025

Starter Is Cool Again, And Aims for Revival with New Sports Deals

  • New run of league licensing aimed at elevating brands
  • Brand being overseen by New York Giants legend Carl Banks
Starter

One of the most popular and influential sports-related apparel brands of the 1990s is readying a large-scale comeback more than a generation later.

Starter — whose satin jackets were once a fixture of both pro team sidelines and music videos — is prepping a set of deals aimed at returning the brand to the summit of pop culture.

Owned by Iconix Brand Group Inc. and licensed to G-III Apparel Group Ltd. — whose sports efforts are led by New York Giants legend Carl Banks — the company is reportedly negotiating on-field licensing deals with the Fox Sports-controlled USFL and the Arena Football League. 

Those will add to existing fan-directed licensing pacts with the NFL, MLB, NBA, several college programs, an NHL collection set for release this fall, and a 20% rise in sales this year. 

Last month, the MLB pact saw the licensed rerelease of the famous Bronx Bubble jacket, celebrated with a high-profile event at the league’s flagship store in New York. “Some of hip-hop’s greatest pioneers wore this jacket,” Banks said.

The upswing marks a high point in what has been a turbulent run for the brand over the past two-plus decades. 

After filing for Chapter 11 bankruptcy protection in 1999 amid a marked sales downturn, Starter has bounced between several different ownership and operating structures. Nike bought the company in 2004, only to sell it to Iconix three years later in a $60 million deal. G-III then arrived in 2012.

Now, Starter is looking to upstart leagues, and potentially Europe, as a way to sidestep long-term exclusive pacts for on-field rights held by rival companies such as Nike.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 4, 2025; Pasadena, California, USA; UCLA Bruins quarterback Nico Iamaleava (9) passes the ball during the fourth quarter against the Penn State Nittany Lions at Rose Bowl.

The Improbability of UCLA’s Incredible Upset Win Against Penn State

Before UCLA beat Penn State, donors were deeply unhappy.
Sep 27, 2025; College Station, Texas, USA; A detail view of the SEC logo on a chain marker during the game between the Texas A&M Aggies and the Auburn Tigers at Kyle Field.
exclusive

Fed-Up NIL Collectives Are Bypassing NIL Deal Approval Process

“I have deep concerns as to the longevity of this system.”
Oregon running back Dierre Hill Jr. picks up yards for the Ducks as the Oregon Ducks face the Penn State Nittany Lions on Sept. 27, 2025, at Beaver Stadium in University Park, Pennsylvania.
exclusive

College Sports Commission Sets Up ‘Snitch Line’ to Report Rules Violations

The organization is creating an “anonymous reporting tip line.”
exclusive

Fever Star Aliyah Boston Poised to Land NBC/Peacock Deal

The WNBA star is finalizing a deal to call women’s college basketball.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
March 11, 2025

Dick’s Faces Investor Concerns Over Tariffs Despite Record Quarter

The prominent retailer offers an uncertain outlook due to economic challenges.
AA Mint Cards
May 18, 2025

Young Collectors Are on a High-Stakes Chase for Ultra-Rare Trading Cards

“They just want that excitement of the chase,” says a 23-year-old collector.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Feb 3, 2025; New Orleans, LA, USA; Super Bowl LIX signage at the Hyatt Hotel.
February 4, 2025

New Orleans Home Rentals Skyrocket Around Super Bowl

Short-term rental revenue has already reached $10.5 million.
January 20, 2024; Santa Clara, CA, USA; Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk (44), before a 2024 NFC divisional round game against the Green Bay Packers at Levi's Stadium.
February 1, 2025

The New WAGs: Sports Wives Building Business Empires

Athletes’ wives and girlfriends are bucking stereotypes and cashing in.
Sponsored

FOS Holiday Gift Guide 2024

The Front Office Sports Holiday Gift Guide is back, featuring an exclusive lineup of athlete-owned brands that sports fans will love.
November 4, 2024

Super Bowl Ads Sell Out Three Months Early, at Record Price

Ad units are believed to be selling at more than $7 million per 30 seconds.