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The Unstoppable Comeback: 5 Things You Didn't Know About The Starter Jacket Company In 2024

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The Starter jacket is back, and it’s not just a wave of 90s nostalgia—it’s a full-blown, multi-million dollar revival. For those who remember the iconic satin jackets with the embroidered team logos and the signature star on the cuff, the brand represented the ultimate status symbol, fusing sports with hip-hop and street culture in a way no other apparel company could. As of late December 2025, the company is experiencing one of its most significant commercial surges in decades, driven by strategic new ownership, high-profile collaborations, and a renewed focus on its legendary product line.

The journey of the Starter brand has been a rollercoaster, from its peak as a cultural juggernaut to its quiet decline, and now, its explosive return to relevance. This deep dive reveals the current players, the biggest 2024 partnerships, and the strategic moves that have cemented the Starter jacket company's place back at the intersection of fashion, sports, and pop culture.

The Architects of the Revival: Starter Company Biography & Ownership Timeline

The story of the Starter jacket company is one of entrepreneurial vision, massive success, corporate acquisition, and ultimate resurgence. Understanding its trajectory is key to appreciating its current market position.

  • Founded: 1971 in New Haven, Connecticut.
  • Original Founder: David Beckerman.
  • Pioneering Achievement: Starter was the first company to forge major licensing partnerships with all four major professional sports leagues in the U.S. (MLB, NBA, NFL, and NHL).
  • The Golden Era (1980s–1990s): The iconic satin and pullover jackets became a cultural phenomenon, seen on everyone from athletes and musicians to Hollywood stars, establishing the brand as a definitive status symbol.
  • Acquisition by Nike (2004): After a period of decline and bankruptcy, the brand was acquired by athletic apparel giant Nike.
  • Acquisition by Iconix Brand Group (2007): Nike sold Starter to Iconix Brand Group in a deal valued at $60 million. Iconix remains the current owner of the brand.
  • Strategic Partnership with G-III Apparel Group (2012): Iconix brought on G-III Apparel Group to manage the brand’s sports division, marking the beginning of the major comeback effort.
  • Key Leadership: Former NFL player Carl Banks serves as the President of G-III’s sports division and is the key licensee and driving force behind Starter’s modern licensing and product strategy.
  • Relaunch of Jackets (2013): The signature Starter Jackets were officially relaunched, capitalizing on the growing demand for vintage sportswear.
  • Current Platform: The brand operates its premium lines and collaborations under the Starter Black Label.

The 2024 Comeback: New Deals, New Status Symbols

The current strategy for the Starter jacket company, spearheaded by the Iconix and G-III partnership, is not just about reissuing classics. It’s about placing the brand in culturally relevant spaces through high-impact collaborations and securing new, forward-looking sports deals. The brand is actively working to reclaim its position as a cultural trendsetter.

1. The Massive Levi's® Collaboration

One of the most significant announcements for the brand in the current year is the partnership with Levi's®. This collaboration brings together two iconic American apparel brands known for their cultural impact. The collection features team jackets spanning major leagues, blending Starter’s classic athletic aesthetic with Levi’s® denim and heritage style. This move signals a deliberate push into higher-end, fashion-forward retail spaces, moving beyond pure sportswear and cementing its place in the lifestyle market.

2. Securing New Sports Licensing: The XFL Deal

While Starter has always been synonymous with the MLB, NBA, NFL, and NHL, the company is actively pursuing new opportunities. Starter is nearing an apparel deal with the XFL, the professional American football league. This potential partnership demonstrates the brand’s commitment to being a primary outfitter for professional sports and introduces the iconic jacket to a new, modern sports audience.

3. Unexpected Pop Culture Partnerships

The modern Starter Black Label is a platform for culturally relevant collaborations that extend far beyond the traditional sports world. This strategy keeps the brand fresh and introduces it to diverse consumer bases. Recent examples include:

  • Crown Royal: A limited-edition jacket was released to memorialize the 2024 Crown Royal Rig Tour, featuring unique patches dedicated to the event.
  • Budweiser: A collaboration with the beer giant resulted in a 50th Anniversary Crown Varsity Jacket, blending the iconic aesthetics of both brands.
  • Homage: The brand has also partnered with Homage to release a collection of jackets featuring pro teams like the Cleveland Cavs, Chicago Cubs, and Pittsburgh Steelers.

These partnerships with major beverage and lifestyle brands highlight Starter’s evolution from a niche sports outfitter to a versatile, premium athletic brand that crosses into liquor, music, and fashion culture.

How to Identify a Genuine Starter Jacket and Its Enduring Legacy

The enduring popularity of vintage Starter jackets has led to a massive secondary market, where the original satin jackets command high prices. For collectors and new fans alike, knowing the key features is essential.

The Signature Elements of a Starter Jacket

The classic Starter jacket is instantly recognizable by a few key design elements that have been faithfully reproduced in the modern Black Label collections:

  • The Star Logo: The most important detail is the small, embroidered star logo, often found on the cuff of the left sleeve. This subtle but powerful branding is the trademark of the authentic Starter jacket.
  • Satin or Nylon Shell: The original jackets were predominantly made from a shiny satin or durable nylon, giving them their distinctive, vibrant look.
  • Embroidered Logos: High-quality, detailed embroidery of the team logo and wordmark was a hallmark, distinguishing them from screen-printed alternatives.
  • Snapbacks and Varsity Styles: Beyond the pullover and satin jackets, Starter is also known for its licensed snapbacks and varsity jacket styles, which have also seen a resurgence in popularity.

The Starter jacket company's story is a testament to the power of a truly iconic product. What was once a simple piece of licensed apparel became a cultural symbol so potent that people were willing to fight for it. Today, under the guidance of Iconix and G-III, the brand is leveraging that legendary status, not just by selling nostalgia, but by building a new legacy through premium collaborations and a strategic return to the forefront of the athletic wear and street fashion industries. The classic star is shining brighter than ever, proving that true style is timeless.

The Unstoppable Comeback: 5 Things You Didn't Know About the Starter Jacket Company in 2024
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