Starter, the retro athletic-wear label, is returning to the court by
signing a deal with rapper Ice Cube’s Big3 basketball league.
In an agreement set to be announced Thursday, Starter will produce
on-court uniforms, sideline gear, warmups and fan apparel for the 3-
on-3 league. Both sides describe the partnership as “substantial,” but
financial terms weren’t disclosed.
Starter was once at the top of the athletic apparel world, making
uniforms for many National Basketball Association teams in the
1990s. But the company declared bankruptcy in 1999 and gave up its
deal, never to return. Nike, which now holds an exclusive uniform
license with the NBA, signed a contract extension with the league last
year, locking it in through 2037.
Now owned by Iconix and licensed to G-III Apparel Group Ltd.,
Starter aims to reignite its vintage flair. Carl Banks, a two-time Super
Bowl champion with the New York Giants and president of G-III’s
sports division, has said he’s determined to return Starter to the
forefront as nostalgia drives consumer demand.
“This really helps us bring awareness to the uniform division,” said
Starter’s president of uniforms, Mike Dugan. “Starter’s back on court,
back on field like it was in the ‘80s and ‘90s.”
This year, the league is shifting from a touring format to a city-based
composition with teams including the LA Riot, Boston Ball Hogs and
Dallas Power, and merchandise is set to debut in the coming weeks.
The Chicago Triplets will host the first games of the season at Allstate
Arena in June.
Read more: Ice Cube’s Hoops League in Talks for Philadelphia,
Alabama Teams.
The Big3 has been selling ownership of its teams in recent years,
pitching global expansion to potential investors. Other corporate
partners include Procter & Gamble Co., Walmart Inc., Lowe’s
Cos. and Mars Inc.’s Snickers.
Ice Cube, whose real name is O’Shea Jackson Sr., will also launch a
limited-edition Starter line and hailed the deal as a “personal triumph”
and “a huge accomplishment for Big3.”
