Authentic since 1971
Premium athletic brand established in 1971,
Starter pioneered the fusion of sports clothing
with popular culture by forging partnerships with
major pro basketball, football, baseball,
hockey and college leagues.
Icon returns
When Starter re-launched the legendary Starter Jacket, it quickly
became the go-to item for sports fans, athletes and
entertainers to express their team pride and street style.
Starter also expanded its NCAA collection to include apparel,
headwear, and outerwear for more than 120 NCAA programs.
Starter today
Starter is ready to play harder than ever with a
curated product collection designed for the player,
fan, and Starter in us all.
Brand DNA
Real-deal multi-sport brand
Strong identity based on over 40 years on the scene
Athlete endorsers and sports tie-ins reinforce the athletic appeal
Rapid expansion across multiple markets and product categories
Instantly recognizable due to S-Star logo, providing strong and credible authenticity
Affordable, price-competitive athletic wear at the brand’s core - with high-performance fabrics
Successfully pioneered fusion of sports and fashion; activewear is performance-technology led
- Key Activewear Apparel
- Performance/Technical*
- Footwear
- Hardgoods (incl. niche sports)
- Accessories
- Socks & Underwear
- Bags
- Headwear
- Toiletries
- Eyewear
Key markets:
USA CHINA CANADA MEXICO CENTRAL AMERICA ARGENTINA CHILE SCANDINAVIA BALTICS FRANCE GERMANY GREECE BENELUX RUSSIA SPAIN PORTUGAL UNITED KINGDOM ISRAEL
PRODUCT
Health-conscious and active users looking for apparel & equipment to complement their lifestyle -
casual/amateur players to those truly passionate about their sport
Price vs. quality perfect fit.
Technical features and comfort at the right price.
Consumer spends on activewear, but not at highest price points
Predominantly men 18-38, as well as boys, women and girls
Consumers relate to compelling endorsements by local sports personalities
Why STARTER?
Provides a global heritage sports brand with exceptional exclusivity and flexibility
One of the few brands to provide high-margin and private label advantages while genuinely offering
the sports heritage appeal required to compete with the market's major players
Premium Starter Black Label tier provides aspirational marketing and brand adjacency
Flexible brand that can extend to numerous categories in-store, including translating to niche
regional speciality sports products
