It all started with a conversation about the current state of athletic apparel. Navigating this saturated market, one major question kept coming up: what happened to the ‘sport’ in sportswear? Quality and durability are questionable with many athletic brands, while the focus of athleisure is more on fashion than fitness.
The industry has forgotten its most important players: athletes. Athletes of all kinds, shapes and sizes. The professional athlete, the intense athlete and the casual athlete. It’s not important how celebrated of an athlete you are. What is important is when you’re making an athletic move, big or small, you’re wearing the apparel that will benefit you the most. Greatness Wins saw there’s a need for something better. All athletes deserve something better, and we’re stepping up to the plate.
Derek Jeter and e-commerce entrepreneur and UNTUCKit Founder Chris Riccobono have joined forces with American Ballet Theatre Principal Dancer Misty Copeland as well, to introduce Greatness Wins: athleticwear for the modern athlete.
