Iconix Brand Group and G-III Sports has agreed to extend their longstanding licensing agreement with iconic premium athletic brand Starter. The deal includes both Starter Black Label and all co-branded Starter collections and extends the current agreement for a five-year contract with an additional five-year renewal, effective January 1, 2019. Iconix and G-III have collaborated on Starter since 2012.
Under the new agreement, Iconix and G-III will work together on the design, development and marketing of both Starter Black Label and all co-branded Starter product lines for major professional and college sports leagues including the NFL, NBA, NHL, MLB and NCAA. Additionally, Starter will be returning to the football field through a new partnership with The Alliance of American Football (AAF), a professional football league debuting February 9, 2019. Starter will be the official on-field apparel and game day uniform supplier for all eight Alliance teams in the newly formed league.
In addition to co-branded sports apparel, the G-III and Iconix partnership also extends to Starter Black Label, a premium lifestyle brand extension, focusing on a fashion-forward collection of logo branded apparel and accessories. Starter Black Label regularly releases collaborations with high-end streetwear designers, global fashion labels and various creative partners.
Starter’s co-branded collections and the Starter Black Label line are available at a wide range of retail partners including SIX:02, Fanatics, Pac Sun, Urban Outfitters, top specialty stores and Macy’s, among others.
“I first started working with Starter in 1985 as a brand ambassador, while playing for the New York Giants,” said Carl Banks, president of G-III Sports and two-time Super Bowl champion. “The Starter brand has always represented the convergence of sports, culture and fashion, which paved the way for many brands. G-III Sports looks forward to extending our ongoing partnership with Iconix Brand Group to continue introducing the Starter brand to a new generation of fans.”
“G-III Sports is the perfect partner to help Iconix further grow and maximize the Starter brand,” added Robert Galvin, chief executive officer, president and a member of the board of directors at Iconix Brand Group, Inc. “Starter has been part of the sports and fashion landscape for almost five decades and extending our relationship with G-III Sports will allow us to capitalize on the growing consumer demand for retro brands.”