Fourex Group has announced a new strategic partnership with Starter, the iconic US sportswear brand and part of the Iconix International brand portfolio, to bring officially licensed teamwear apparel to professional sports clubs across the UK and Europe.
Founded in 1971 in New Haven, Connecticut, Starter built its reputation through authentic sports apparel and landmark licensing relationships across major professional leagues, becoming especially known for its bold team jackets, sideline-inspired outerwear and distinctive star logo.
The partnership combines Starter’s authentic sports heritage with Fourex Group’s expertise in sports licensing and teamwear development.
Gareth Moore, Managing Director, Fourex Group, said: “Starter is a brand with outstanding heritage, quality and credibility in sport, and we are thrilled to partner with Iconix International to bring such an impactful licensed apparel offer to professional clubs, retailers and fans.”
The partnership brings together Fourex Group’s extensive client network with Starter’s renowned sportswear expertise, creating a platform for clubs to offer supporters a fresh lifestyle-led retail experience that extends beyond traditional matchday merchandise.
Daisy Laramy-Binks, Managing Director, Iconix International EMEA, said: “Starter has always occupied a distinctive position at the intersection of sport, culture and lifestyle, and this partnership reflects the strength and relevance of the brand for today’s market.
“We are delighted to work with Fourex Group to bring Starter’s authentic sports heritage into the professional teamwear space, creating a compelling opportunity for clubs and retailers to connect with supporters through product that feels authentic, premium and commercially relevant across the UK and Europe.”
The partnership is designed to support clubs and retailers in broadening their licensed merchandise ranges, combining authentic club identity with Starter’s heritage rooted in professional sport and its long-standing cultural footprint in street fashion and lifestyle.
From its early work supplying team uniforms and licensed fan apparel to its rise as a defining sportswear name of the 1980s and 1990s, Starter has consistently connected athletic performance, club identity and fan culture in a way that remains highly relevant today.
Teaming up with Fourex, Starter is uniquely placed to deliver apparel that works both on and off the pitch as a differentiated opportunity for clubs looking to elevate their retail offer, engage fans in new ways and build commercially attractive licensed apparel programmes.
