Iconic Sportswear Since 1971

About Starter

SINCE 1971, Starter gear has been a right of passage for sports fans – making it one of the most iconic fanwear pieces in sports history. Starter pioneered the fusion of sports clothing with popular culture by forging partnerships with legendary athletes and major pro and college teams.

We partnered with this iconic brand to developer two amazing websites. Built on the WordPress platform and fully responsive for mobile, tells the brand’s story using parallax scrolling, imagery and custom typography.

Start Black & Start Active

Avex created a parallax landing page for Starter, with two entry points. One for Starter Black Label and the other for Starter Active. Black Label is more focused on fashion and partnering with sports teams, while Active provides apparel for the activewear industry.

Telling The Starter Story

We decided to utilize full width imagery, text animation, parallax and unique typography to tell the Starter Black story. The website is full-responsive for desktop, tablet and mobile. It also has a comprehensive backend, allowing the brand to update the entire website using the content management system.

Built For Every Device

In a mobile world, having a responsive website is a necessity. And with Starter is was no different. Both websites are fully responsive down to mobile, with some mobile specific functionality such as gesture scrolling, mobile navigation and retina display images.

It's All In The Details

Starter stands for heritage, authenticity and sports performance; it defines fun, team, value and community through its commitment to producing sports clothing and footwear to the highest standards of style, performance and value possible.

The Starter Experience

Avex's goal was to capture the history and story behind the brand with imagery, content and a truly intuitive website. Starter re-launched the legendary Starter Jacket, quickly becoming a wardrobe staple for sports fans, athletes and entertainers to express their team pride and street style.


Check out the all new

Launch Site