G-III Sports 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 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.”

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