See how Starter is partnering with several global megabrands, including Budweiser and Coca-Cola for its 50th anniversary.
“When you talk about this brand, there is no other apparel brand that has connected with pop culture and sports like the Starter brand in terms of its relevance,” said Banks, president of the G-III Sports group. “We’re going to scale the brand and re-establish a footprint at every tier of retail.”
“Before Starter,” Banks said, “sports had no brand identities that were a wearable experience. It was all local sporting goods stores making product. David Beckerman had a vision, he wanted the major sports to be runways and the fandom to be a wearable experience, so he created these great shirts and jackets and jerseys that fans just fell in love with. And as a byproduct of that, it became culturally relevant outside of sport.
He then reached out to the other leagues including MLB, the NBA and the NHL, and their response was a “resounding yes,” he said. “They told me they’d love to have this brand back in sport.” Banks said the goal was to pick “legacy brands that were also relevant during the 50 years of the Starter brand.”
Galvin said the brand views women’s wear as one of those opportunities. Although the women’s business did suffer a bit during the pandemic, sales have started to rebound as females embrace Starter’s streetwear-skewed product.
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