Merging premium sportswear with pop culture, from 1971 to today
A premium athletic brand established in 1971, Starter pioneered the fusion of sports clothing with popular culture by forging partnerships with the major pro basketball, football, baseball, hockey and college leagues. I worked with them to redesign their site to better align with their brand story.

A New Era for Starter

In order to reposition themselves in the streetwear scene, Starter sought to create an online resource for their brand's history and lifestyle. I redesigned their site with this heritage in mind, resulting in a site that feels both modern and historic.

Detailed Interactions

Because I was not limited by traditional e-commerce constraints, I was able to bring in more detail to the interaction of the site. Parallax scrolling and animated transitions contribute to the overall narrative of the site.

A Visual Narrative

The most important goal of the redesign was to tell the Starter story. Through a dedicated about section, I combined visual and text content to provide the tools the brand needed to tell their story.