STARTER

WHERE IT ALL STARTED

• Starter was founded in 1971 in New Haven, Connecticut by David Beckerman, a former basketball player for Southern Connecticut State University, to manufacture team uniforms for high school athletic programs.
• In 1976, the company entered into non-exclusive licensing agreement with a number of professional sports league
• paying royalties of 8-10% for the right to manufacture and market copies of professional athletic apparel.
• Starter had a tremendous growth in the 1980s. In 1980, it began partnerships with major leagues
• In 1986, the company became the first to create NBA locker room t-shirts, first worn on television

RESTRUCTURING OF THE COMPANY

• Although 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.
• Starter had predicted the loss, which it blamed on late deliveries from vendors, shipping delays to retailers, additional advertising and personnel costs, as well as start-up and contractor costs for a new Memphis distribution facility.
• The Starter name was purchased in 1999 by Official Starter Properties and Official Starter. These holding companies were in turn purchased by Nike in 2004 for about $43 million.

HOW I WOULD CHANGE IT

• If I were head of starter I would change a few things. I would change up the clothing and add more color. The clothing seems to bland and plain.
• Also I would market the company more. A partnership with Walmart is seemingly okay but it should be in more locations.
• Also you have to try to sponsor more athletes.

RECENT YEARS

• Starter has partnered with Walmart and is sold exclusively there.
• On November 15, 2007, Iconix Brand Group bought the Starter brand from Nike, Inc.
• Starter now manufactures clothing like compression shirts, similar to Under Armour brand compression shirts, compression shorts, basketball shorts, snapbacks for other companies/brands
• They say their upcoming sneaker game is dope and on point, so. Be ready to buy