NEW YORK — G-III Sports has announced a multi-year partnership with The Alliance of American Football, a professional football league debuting February 9, 2019, bringing iconic sports brand Starter, owned by Iconix Brand Group, back to the football field. Starter, through G-III Sports, will be the official on-field apparel and game day uniform supplier for all eight Alliance teams.
“This is the right opportunity for Starter to make its return to the football field,” said Carl Banks, president of G-III Sports, a Division of the G-III Apparel Group. “Our partnership with The Alliance is built on a shared commitment to the game, players, and fans.”
He added, “In 1985 while playing for the New York Football Giants, I was signed as a brand ambassador for Starter. That experience served as a crash course in learning about the connection between sports, culture, and fashion. It has been an incredible journey, and I’m proud to take this next step. From the field to the sidelines, to the stands, I look forward to introducing Starter to a new generation of players and fans while delivering on what people with an affinity for the brand have come to expect.”
A premium athletic brand established in 1971, Starter pioneered the merger of sports clothing with popular culture by forging partnerships with the major pro football, basketball, baseball, hockey and college leagues.
“We’re proud to bring Starter, an iconic brand with over 45 years of rich sports heritage, back to the football field,” said Charlie Ebersol, co-founder, and CEO, The Alliance. “A pioneer in the space, they were one of the first brands to be on the field and a must-have item for die-hard sports fans across the country. Starter has long been associated with your favorite sports teams, whether through the classic Starter Jacket or throwback uniforms of stars like Alliance executives Troy Polamalu and Hines Ward. We look forward to taking our first snap with the instantly-recognizable Starter logo emblazoned on our jerseys as well as on our sidelines.”
He added, “This would not be possible without Carl Banks, who in so many ways embodies what The Alliance is all about. Not only was he an All-Pro linebacker and two-time Super Bowl champion, he started G-III Sports while still playing in the NFL. He has since established himself as a force in business, with a career as impressive – if not more – than his years playing professional football.”
Designed and engineered to meet the needs of each player, Alliance Starter game day jerseys will use light fabric with a contoured fit for optimal player comfort and performance on the field. Durable enough to withstand the rigors of top-flight football, the jerseys will bring a modern Starter aesthetic to The Alliance.
“Starter, one of the first brands to fuse fashion and fan wear, has been a part of sports and pop culture for nearly five decades,” says Jamie Cygielman, chief marketing officer, and executive vice president, Iconix Brand Group. “Starter’s partnership with The Alliance of American Football marks a new connection point for the brand to the athletes, tastemakers, and influencers of today who are all integral to Starter’s DNA, both on-and-off the field.”
About G-III Apparel Group, Ltd.
G-III is a leading manufacturer and distributor of apparel and accessories under licensed brands, owned brands, and private label brands. G-III’s owned brands include Donna Karan, DKNY, Vilebrequin, G. H. Bass, Andrew Marc, Marc New York, Eliza J and Jessica Howard. G-III has fashion licenses under the Calvin Klein, Tommy Hilfiger, Karl Lagerfeld Paris, Kenneth Cole, Cole Haan, Guess, Vince Camuto, Ivanka Trump, Kensie, Levi’s and Dockers brands. Through our team sports business, G-III has licenses with the National Football League, National Basketball Association, Major League Baseball, National Hockey League, and over 150 U.S. colleges and universities. G-III also operates retail stores under the DKNY, Wilsons Leather, G. H. Bass, Vilebrequin, Calvin Klein Performance and Karl Lagerfeld Parisnames.
Starter, a premium athletic brand established in 1971 and owned by Iconix Brand Group, pioneered the fusion of sports clothing with popular culture by forging partnerships with the major pro basketball, football, baseball, hockey and college leagues. Starter launched Starter Black Label in 2012 as a premium lifestyle brand extension focusing on a fashion-forward collection of logo branded apparel and accessories. Shortly after, Starter re-launched the legendary Starter jacket, quickly becoming a wardrobe staple for sports fans, athletes, and entertainers to express their team pride and street style. In addition to Pro and NCAA outerwear, Starter expanded its NCAA collection to include apparel and headwear categories for more than 120 top NCAA programs. Starter continues to produce the iconic satin jacket, in addition to expanded apparel offerings. For more information, please visit Starter.com.
About The Alliance of American Football
Led by some of the most respected football minds in the game, The Alliance of American Football is a dynamic professional football league fueled by an unprecedented Alliance between players, fans and the game. Founded by TV and film producer Charlie Ebersol and Hall of Famer Bill Polian, The Alliance will feature eight teams with 50-player rosters playing a 10-week regular season schedule in the spring beginning February 9, 2019, on CBS, followed by two playoff rounds and culminating with the championship game the weekend of April 26-28, 2019.
The eight cities and head coaches include:
- Alliance Orlando – Steve Spurrier
- Alliance Atlanta – Brad Childress
- Alliance Memphis – Mike Singletary
- Alliance Salt Lake – Dennis Erickson
- Alliance Phoenix – Rick Neuheisel
- Alliance San Diego – Mike Martz
- Alliance Birmingham – Tim Lewis
- Alliance San Antonio – Mike Riley
Fans will be able to stream Alliance matchups live via the free Alliance app while accessing integrated fantasy options with real rewards — for themselves and the players they are cheering on. With a focus on player well-being on and off the field, The Alliance will provide players with a commitment to safety and state-of-the-art equipment as well as a comprehensive bonus system, post-football career planning, financial counseling and scholarship support for postsecondary education.