When you talk about branding, it’s more than just slapping a logo on something and calling it a day. It’s about tapping into culture, understanding the audience, and creating a moment that sticks with people. That’s what happened recently when I had the opportunity to align Starter — the iconic sports brand — with two Atlanta legends, Jermaine Dupri and Usher, for the throw-out pitch at an Atlanta Braves game.
Starter is more than just a sports brand; it’s a cultural staple. It’s that connection to both sport and street culture that makes Starter a perfect fit for a moment like this. When I was thinking about how to elevate the throw-out pitch at the Braves game, I knew Starter would bring the authenticity and credibility needed to make the event resonate.
Jermaine Dupri and Usher are Atlanta royalty, and I wanted to tap into their deep ties to the city. Starter’s long history in sportswear, combined with its undeniable street cred, made it the ideal brand to represent the intersection of Atlanta’s music scene and its love for sports.
From the start, the vision was to create a moment that felt true to the culture of Atlanta. I wanted Jermaine and Usher to embody the essence of Starter — bold, confident, and rooted in heritage. But it wasn’t just about wearing the gear; it was about creating a narrative that blended music, fashion, and sports into one seamless story.
Jermaine has always been a trendsetter, and Usher’s style speaks for itself, so the challenge was to fuse their individual looks with the iconic Starter brand in a way that felt fresh yet timeless. Starter is all about legacy, and so are these two. By aligning the brand with these icons at the game, we were making a statement about Atlanta’s influence on culture as a whole.
When the day of the game arrived, we knew the throw-out pitch was more than a ceremonial act — it was an opportunity to showcase the power of collaboration. As Jermaine Dupri walked onto the field in their custom Starter gear, the crowd erupted. The Starter jackets, with the signature star logo, instantly became a focal point of the event. The connection between the brand, the artists, and the city of Atlanta was clear, and it was something everyone could feel.
Starter has always been about representing more than just the team — it’s about representing culture, pride, and the energy of the streets. Jermaine and Usher embodied that spirit as they stepped up to the mound. It was a branding moment that spoke directly to the heart of the city.
Branding is about timing and amplification, and we made sure this moment didn’t stop at the stadium. We had a strong social media strategy in place to maximize the exposure Starter would get from this collaboration. From pre-game teasers to live coverage and post-event highlights, we made sure that the visual story of Jermaine Dupri, Usher, and Starter was seen by fans far beyond Atlanta.
Starter’s legacy in sportswear is undeniable, but this event allowed us to reinforce the brand’s connection to music and culture. It wasn’t just about selling jackets; it was about making people feel like they were part of something bigger — a cultural movement.
This experience with Starter, Jermaine Dupri, and Usher at the Braves game is just the beginning. It was a reminder that when you align a brand with culture — authentically and intentionally — you can create moments that go beyond the product and into the hearts of the people.
Aligning Starter with Jermaine Dupri and Usher at the Atlanta Braves game was about more than sportswear; it was about making a statement on the convergence of culture, music, and sports. We didn’t just throw out a pitch; we threw out a brand moment that spoke to Atlanta’s soul and Starter’s legacy.
– Tony Shellman
