Second quarter 1994 sales were flat: $57.8 million, slightly lower than second quarter sales from 1992. John Tucker, former president and chief executive of a sporting goods and sportswear concern, assumed the position of president.Īlthough Starter began 1994 with a 23-percent increase over the first quarter 1993, it suffered a loss of $2.2 million in the second quarter. Beckerman stepped down as president, although he retained the posts of chairman and chief executive. The company purchased a retail chain, First Pick Stores, for $5 million of new stock in March 1994, and also established a Hong Kong office to better coordinate relations with manufacturers. Starter moved into new markets with its licensed sports apparel, focusing on sales to young children and youth, and signed a new contract to manufacture the center ice jersey for the National Hockey League. Overall, the boom in the licensed sports apparel market began to slacken in early 1994, slowing from an average of 38 percent annual growth to 15 percent annual growth.
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licensed sports apparel manufacturer, won a much coveted NFL Pro Line license and beefed up its advertising budget in an attempt to knock Starter from its number one position.
Starter's competition in the licensed sports apparel business intensified in 1994 when Logo 7 Inc., the 2nd. Capitalizing on the high recognizability of its name, Starter went head-to-head against brands such as Champion and Russell. Proceeds from the initial public offering were used to expand sales to Europe and the Pacific Rim and also to launch "Brand Starter", the company's own sportswear line minus team logos. The company went public on the New York Stock Exchange in April 1993, earning an estimated $98 million. Within two years, Starter's net sales nearly doubled to $356 million. A famous ad campaign featured Hip-Hop stars such as DJ Jazzy Jeff. Starter apparel also expanded beyond sports clubs into styles such as plaid. The baseball jackets gave way to a hooded design with a side zipper, and eventually to a padded half-zip pullover. In the early 1990s, Starter began to expand its distribution networks to reach over 25 countries in North America, Europe, and the Pacific Rim. By 1990, they had more than doubled to $124.6 million. For the retail market, Starter designed the "breakaway jacket", a pullover jacket that closely resembled the coach's parka. Starter won a contract to create the parkas that coaches wore on NFL sidelines. Starter innovatively placed its embroidered logo on jacket sleeves and on the back of baseball caps. Not only had the company made licensed sports apparel a fashion status symbol, it also created brand loyalty by making its "S and Star" logo a prominent part of the apparel's design. But the company's growth during this decade can also be attributed to an aggressive marketing strategy. Soon the company expanded its licensed apparel line to include headgear, activewear and accessories.īy 1983, the company had entered licensing agreements with the NBA, the NFL, the NHL and the Canadian Football League ( CFL). Its first retail product was a line of jackets emblazoned with the insignias of Major League Baseball teams.
#Pro player clothing professional
In 1976, the company entered into non-exclusive licensing agreements with a number of professional sports leagues, paying royalties of 8–10% for the right to manufacture and market copies of professional athletic apparel. Starter was founded in New Haven, Connecticut by David Beckerman, a University of New Haven alumnus, to manufacture team uniforms for high school athletic programs.
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