G-III inks deal with Starter and the Alliance of American Football

By

Cassidy Mantor

Published
Jul 28, 2018

G-III Sports has partnered with the Alliance of American Football and Iconix Brand Group's heritage sports brand Starter in a deal that gives Starter the rights for both on and off-field performance apparel and fan gear.

Starter will make the on-field uniforms for all eight Alliance football teams. It will also manufacture their sideline fan apparel.

"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.

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Banks added that in 1985 when he was playing professionally for the New York Football Giants, he was signed as an ambassador for Starter, explaining, "That experience served as a crash course in learning about the connection between sports, culture and fashion."

Founded in 1971, Starter has forged a number of partnerships for athletic apparel over the years, across pro football, basketball, baseball, hockey and college leagues.

Jamie Cygielman, chief marketing officer and executive vice president, Iconix Brand Group said, "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."

The Alliance of American Football features eight professional teams in Orlando, Atlanta, Memphis, Salt Lake, Phoenix, San Diego, Birmingham and San Antonio. The teams are comprised of 50 players who play a ten week season.

Starter's new Alliance football apparel will debut February 9, 2019.