the brand history

Performance Ready Since 1971

Starter stands for heritage, authenticity and sports perfomance; 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.

In 2008, Starter relaunched the brand with its new spokesperson, Tony Romo, the starting Quarterback for the Dallas Cowboys. Tony is an all-American athlete that worked hard to be Where he is today, making him a great face for the brand.

The brand promise: Performance at a value.