When it comes to iconic sports style, few brands hit quite like Starter. At Super Bowl LX, the legendary label is stepping onto the biggest stage in football with not one, but two headline-worthy drops: a limited-edition Super Bowl LX collection and an elevated collaboration with Avirex that blends heritage, craftsmanship, and street-style swagger into wearable history.
Add in a four-day immersive retail experience in the heart of San Francisco, product customization, exclusive drops, live programming, and collectible gifts-with-purchase, and Starter isn’t just outfitting fans for game day — they’re creating a full-blown Super Bowl fashion moment.
“It’s the perfect blend of nostalgia and culture,” Carl Banks — who is a two-time Super Bowl champion and President of G-III Sports, who holds the license for Starter — tells Celeb Secrets in an exclusive interview. “Our Starter Super Bowl LX collection is not just fan gear, it’s collectible fashion. We paid homage to San Francisco with vivid graphics, and we have a limited-edition collection with Avirex that is absolutely crazy.”
If the Starter x Avirex Super Bowl LX Collection feels like a collision of two American icons, that’s because it is. Known for premium leather craftsmanship and military-inspired silhouettes, Avirex brings elevated edge to Starter’s unmistakable sports DNA, resulting in statement pieces that go far beyond traditional fanwear.
Standouts include an antique European lamb leather bomber jacket, satin jacket, hoodie, tee, and jersey — all dripping in bold embroidery, commemorative detailing, and Super Bowl-ready energy. The collection is available now on Avirex.com and in person at the Starter x NFL Pop-Up in San Francisco this week.
“The vision was to fuse two brands that helped define American sports and street culture,” Banks explains. “Avirex brings that premium leather craftsmanship and military-inspired edge, while Starter brings the sports legacy and fan connection. Together, we created something bold, nostalgic, and forward-looking all at once.”
Translation: these aren’t pieces you wear once and retire — they’re future classics.
And if you’re trying to decide what to cop first? Carl already has your answer.
“The lamb leather bomber, no question,” he says. “It’s timeless, bold, and instantly iconic the second you put it on. That’s the piece people will still be talking about years from now.”
If your game day style leans more streetwear-meets-vintage-sports, Starter’s Super Bowl LX collection is your new uniform. Inspired by the city of San Francisco, the line features hoodies, tees, and of course, Starter’s iconic jackets — all crafted with the brand’s signature mix of nostalgia and modern design.
“San Francisco has this incredible blend of history, innovation, and creative freedom, and we leaned into all of that,” Banks tells us. “You’ll see nods to the city’s architecture, its vibrant color palette, and its fearless approach to self-expression. There’s a sophistication mixed with edge that really defines the collection.”
And true to Starter’s DNA, every piece feels like it belongs in both the stands and the streets.
“That legacy is the heartbeat of this collection,” Banks adds. “Every silhouette, fabric choice, and detail is rooted in that sideline swagger and championship mentality. We wanted each piece to feel like something you’d wear to celebrate a win, not just watch one.”
While you can shop both collections online, Starter is taking things to the next level IRL with the Starter x NFL Shop — a four-day retail and cultural destination running February 4–7 at 217 Powell Street in San Francisco. Think: exclusive product drops, immersive activations, live programming, customization experiences, and serious Super Bowl energy all under one roof.
“This drop is different because we’re bringing to life a consumer experience that fans can only experience at the Starter x NFL Shop in San Francisco,” Banks says. “It creates a one-of-a-kind moment that can’t be replicated.”
“Fans can expect energy, exclusivity, and culture the moment they walk in,” he adds. “We wanted to create a place where fashion, sports, and fandom collide. This is about community, not just commerce.”
And if you need one sentence to convince you to stop by?
“If you want to experience the culture, fashion, and energy of Super Bowl LX all in one place, this is your first stop.”
In addition, Starter is also popping up at the Super Bowl Experience at Moscone Center South Hall, running January 31 through February 7, where fans can shop exclusive Super Bowl LX merch, explore immersive activations, and score a limited-edition gift with purchase — only available in person and while supplies last.
“It’s a collectible item — it’s not to be missed,” Banks says. “It’s the ultimate Super Bowl Week event with fun for all ages.”
As a two-time Super Bowl champion, Banks knows firsthand how much energy, confidence, and mindset matter — and he believes what fans wear plays into that just as much.
“What you wear sets the tone for how you show up,” he says. “When fans feel confident in their fit, it elevates the entire atmosphere of the game. Style becomes part of the celebration, the identity, and the memory.”
So what’s his game-day fit looking like this year?
“It’s definitely both,” he laughs. “I’ll be rocking a Starter x Avirex jacket with clean, elevated pieces underneath to keep it sharp.”
Between the Avirex collaboration, the San Francisco-inspired Super Bowl collection, and immersive fan experiences, Starter isn’t just showing up for Super Bowl LX; they’re redefining what sports fashion looks like on the biggest stage.
“This collaboration deserved a platform as iconic as the product itself,” Banks tells Celeb Secrets. “The Super Bowl is the ultimate collision of sports, culture, and fashion. There’s no bigger moment to introduce something this special.”
And for Banks personally, this moment hits especially close to home.
“I lived this brand as a player, and now I get to help shape its future,” he says. “Seeing Starter show up at this level on the Super Bowl stage is both humbling and energizing. It’s proof that authenticity and legacy always win.”
For more coverage from Super Bowl LX, click here.
