Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Derek Jeter, Wayne Gretzky and Misty Copeland Team Up for Sports Apparel Label

The athletes are debuting a new label, Greatness Wins, with Untuckit co-founder Chris Riccobono.
Derek Jeter wearing apparel from his new activewear brand, Greatness Wins.
Derek Jeter wearing apparel from his new activewear brand, Greatness Wins. (Greatness Wins)

Does activewear need another brand? Derek Jeter, Wayne Gretzky and Misty Copeland think so.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

How Athletes Went From Selling Merch to Building Fashion Brands

High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON