Starter returning to football field in Alliance deal

The Starter apparel brand that pioneered the blending of sports clothing with popular culture is returning to the football field.

Established in 1971, Starter closed deals in the 1980s with pro football, basketball, baseball, hockey and colleges. On Tuesday, it joined forces with the startup Alliance of American Football, which begins play the week after the Super Bowl with eight franchises.

Starter, through G-III Sports, will be the official on-field apparel and game-day uniform supplier for those Alliance teams.

Tom Lindquist