A Niche Green Becomes a Global Statement
George Altirs started Capelli Sport in a cramped Brooklyn basement in 1990, driven by a simple frustration: he could not locate a uniform in the exact green hue of his native Lebanon’s flag for his youth soccer side.
That early hurdle sparked a niche brand that would later design the distinctive kits for Cape Verde’s historic World Cup appearance, featuring a geometric motif that maps the flight routes linking the nation’s ten islands.
Direct Deals Over Corporate Catalogues
Today the company dresses more than 400,000 young athletes and collaborates with over 100 professional squads, having forged alliances with institutions such as Manhattan University and governing bodies like USA Lacrosse and USA Field Hockey.
Altirs deliberately sidesteps the massive catalogues of Nike, Adidas, Puma, Umbro, Kappa, 7Saber, Majid and other global suppliers, instead negotiating custom contracts directly with teams and federations, a model that lets him tailor fabrics, colors and details to each client’s identity.
FIFA’s Endorsement and Future Horizons
The recent four‑year agreement to outfit both the men’s and women’s Cape Verde squads underscores the reach of this approach, a partnership highlighted by FIFA president Gianni Infantino, who praised investment in smaller footballing nations.
Behind the scenes, Capelli Sport’s parent, GMA Accessories, operates multiple factories across Asia, providing the logistical backbone that enabled the brand’s expansion from hair products and women’s fashion into the competitive sports arena.