the brand


Performance Ready Since 1971

Starter stands for heritage, authenticity and sports performance; it defines fun, team, value and community through its commitment to producing sports clothing and footwear to the highest standards of style, performance and value possible.

A premium athletic brand established in 1971, Starter pioneered the fusion of sports clothing with popular culture by forging partnerships with the major pro basketball, football, baseball, hockey and college leagues.

A trusted athletic brand with over 35 years of heritage, Starter's brand equity has been built over the past three decades through its association with professional, collegiate and Olympic sports as well as athlete endorsers.

The brand promise: Performance at a value.

Brand Positioning:
Men and Boys, ages 15-45
Authentic, yet accessible, fan-based active-wear

  • Exclusive retail license with Walmart
  • Distributed in over 3,500 retail stores
  • High consumer awareness

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