Yankees icon Derek Jeter steps up to the plate again, this time in athleisure

Former Yankees Derek Jeter
Amanda Paula
Saturday December 2, 2023

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MLB Hall of Famer Derek Jeter, renowned for his illustrious career with the New York Yankees, has ventured into the world of premium athletic apparel with the launch of “Greatness Wins.” Teaming up with Untuckit founder Chris Riccobono and ballet luminary Misty Copeland, Jeter’s latest endeavor seeks to redefine athleisure, emphasizing a “performance first” ethos.

Derek Jeter’s athleisure lineup

Former Yankees Derek Jeter

In an exclusive interview with Liz Claman on FOX Business, Jeter expounded on the brand’s philosophy, asserting that Greatness Wins is not solely tailored for professional athletes but is designed to resonate with individuals at various fitness levels. Whether it’s a seasoned athlete or an occasional gym-goer, the brand aims to deliver quality and consistent fit, setting itself apart in the competitive athleticwear landscape.

“It’s quality, it’s consistent fit – But we are a performance brand, a true athletic brand, and we want to cater to not only professional athletes, but we want to cater to athletes that don’t do it professionally, but also the casual person that goes may go to the gym once or twice a week.” Said Jeter on FOX Sports.

The Greatness Wins journey commenced in 2022 with a menswear collection. However, the brand swiftly expanded its horizons to include women’s sportswear, a move catalyzed by a strategic partnership with Misty Copeland. Jeter, along with business partner Riccobono, expressed their commitment to catering to the diverse needs of consumers, acknowledging the importance of providing true value to athletes in a market that may fall short.

Former Yankees Derek Jeter during an interview to Fox Sports

Riccobono shared optimism regarding the brand’s performance on the sales front, noting the heightened consumer interest during the festive Christmas shopping season. Despite acknowledging a trend of customers seeking deals in the current economic environment, he affirmed the positive trajectory of Greatness Wins.

Beyond Jeter’s iconic status with the New York Yankees in baseball, he has proven himself as a multifaceted entrepreneur. Having previously served as the CEO of the Miami Marlins, Jeter’s business acumen extends to diverse ventures, including the recent unveiling of a sports complex at his alma mater.

Derek Jeter’s greatness wins

The success of Greatness Wins is underscored by its swift ascent, capturing the attention of consumers with the quality of its products. Initially catering to men and children, the brand has now responded to the growing demand for women’s athletic apparel. Jeter’s collaborative efforts with Riccobono, Copeland, and hockey legend Wayne Gretzky have fueled the brand’s growth, emphasizing its commitment to delivering genuine value to athletes.

As Jeter and Riccobono discussed the brand’s expansion into women’s sportswear on ‘The Claman Countdown,’ they credited Misty Copeland for her invaluable input in designing apparel tailored to women. The brand’s core values of performance, quality, and consistent fit were reiterated, positioning Greatness Wins as a true athletic brand that resonates not only with professional athletes but also with individuals embracing a healthy lifestyle through occasional gym visits.

In the dynamic landscape of sports apparel, Derek Jeter’s Greatness Wins, bearing the indelible mark of the New York Yankees legacy, emerges not just as a brand but as a testament to the pursuit of excellence and performance-driven authenticity. With a vision rooted in meeting the diverse needs of athletes and enthusiasts alike, Greatness Wins, backed by Jeter’s Yankee pedigree, stands poised to make a lasting impact in the world of athleisure.

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