Starter

Starter is an American sportswear brand founded in New Haven, Connecticut, in 1971 by David Beckerman. Known for its licensed sports team jackets, it now makes jackets, casualwear and accessories and is owned by Iconix Brand Group.

What is Starter?

Starter is an American sportswear brand best known for licensed jackets and apparel for professional sports teams. It is owned by Iconix Brand Group.

History

David Beckerman founded the company in New Haven, Connecticut, in 1971 to make uniforms for high school athletic programmes. From 1976 the company signed licensing agreements with professional leagues, and by 1983 it had deals with the NBA, NFL, NHL and Canadian Football League. Its licensed jackets became a status symbol in the early 1990s, and the company listed on the New York Stock Exchange in 1993.

After a bankruptcy, the Starter name passed to holding companies that Nike acquired in 2004. Iconix Brand Group has owned the brand since November 2007.

Products and positioning

• Jackets, including team styles and the breakaway jacket based on NFL sideline parkas
• Casualwear such as T-shirts, hoodies, sweatpants, leggings and socks
• Accessories including bags and hats

Distribution

Starter operates largely through licensing, with current licences covering MLB, NBA, NFL and NHL teams. It has worked with partners such as G-III Apparel Group and announced a branded apparel partnership with Coca-Cola in 2019.

Why it matters

Starter helped define the market for licensed fan apparel and remains a widely recognised example of a heritage sportswear name run as a licensing brand.

Frequently asked questions

Who founded Starter?

Starter was founded by David Beckerman in New Haven, Connecticut, in 1971.

Who owns Starter?

Starter has been owned by Iconix Brand Group since November 2007.

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