• Loading stock data...
Monday, July 22, 2024
Join us this September for Tuned In Request to Attend

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

Netflix Reigns Supreme: NFL Deal, Robust Earnings Highlight Q2 Report

Netflix delivers a strong quarterly report, helping ease prior investor concerns.

After World Cup Buzz, Major League Cricket Finds Its Footing in the U.S.

Attendance is tracking to potentially surpass the 70,000 fans from last year.

St. Pete Approves $1.3 Billion Rays Stadium, Ending Relocation Rumors

St. Petersburg’s city council formally approves the MLB club’s $1.3 billion stadium plan.

WBD at a Crossroads: NBA Rights Decision Could Determine Its Future

Financial analysts argue for a large-scale overhaul of the TNT Sports parent company.
podcast thumbnail mobile
Front Office Sports Today

WNBA ASG, Paris Olympics Continue Rise of Women’s Basketball

0:00

Featured Today

July 20, 2024

The Road to the Return of ‘EA Sports College Football’

This summer, the biggest development in college sports is virtual.
Apr 15, 2024; Brooklyn, NY, USA; Caitlin Clark poses with WNBA commissioner Cathy Engelbert after being selected with the number one overall pick to the Indiana Fever during the 2024 WNBA Draft at the Brooklyn Academy of Music.
July 16, 2024

Women’s Sports Merch Is a $4 Billion Market, but Supply Isn’t Meeting Demand

Retailers can’t make women’s sports apparel fast enough.
Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.
July 14, 2024

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.

Mets Owner Buys Chunk of Knicks Owner’s Las Vegas Sphere

Cohen made the investment through his hedge fund, Point72.
May 20, 2024

Fanatics Sues Marvin Harrison Jr., Says He Leaked ‘Misleading’ Info to ESPN

Harrison’s side says the two sides don’t have a contract, which Fanatics disputes.
Sep 10, 2023; Flushing, NY, USA; Novak Djokovic of Serbia reacts towards his player's box during a changeover against Daniil Medvedev (not pictured) in the men's singles final on day fourteen of the 2023 U.S. Open tennis tournament at USTA Billie Jean King National Tennis Center.
May 29, 2024

Ticketmaster Causes Eras Tour–Like Disappointment in Tennis, One Week After DOJ Lawsuit

Tennis fans struggled to get tickets during the US Open presale.
Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
April 19, 2024

Nike Cuts Over 700 Jobs In Second Phase of Layoffs

“Nike’s always at our best when we’re on the offense,” the company says.
March 1, 2024

The Next Women’s Sports Bar Is Inspired by Tennis’s Barrier Breaker

Althea Gibson is the namesake for a bar opening in New York.
December 28, 2023

2023 In Review: U.S. Sports Betting Goes Full Tilt

The arrival of ESPN Bet and Fanatics Sportsbook highlights a year of transformation for the business.
Fanatics is buying auction marketplace PWCC.
December 14, 2023

Trading Card Wars Unfold As Panini and Fanatics Clash in Legal Battles

Fanatics and Panini are embroiled in a lawsuit.