A Bold Experiment in College Football Fashion
Apex One emerged in 1989 when former Adidas executives Joseph Kirchner and Michael Lewis decided to launch a sportswear company that would challenge the dominance of established giants. Their first major breakthrough came in 1990, when the firm secured a licensing agreement with the NFL to produce team jerseys and jackets, a move that signaled ambition beyond the traditional market.
By 1994 the startup had signed on several college programs, including the University of Arkansas, the University of Iowa, the University of Minnesota and the University of Wisconsin. The designs were unmistakable: Iowa’s “banana peel” jerseys featured tapered yellow bars and a tigerhawk logo, while Minnesota and Arkansas sported large shoulder emblems that became instant conversation starters on campus.
The garments, however, were not just visually striking; they were also heavy and thick, a characteristic that many players found uncomfortable during practice and games. Despite the mixed feedback on wearability, the jerseys generated a surge in sales, growing from $9 million to $100 million within five years and positioning Apex One as Starter’s primary rival in the collegiate apparel arena.
The company’s rapid ascent could not mask underlying problems. Costly endorsement contracts and logistical infrastructure strained the balance sheet, and by 1995 Apex One was sold to Converse before being shuttered entirely. The downfall was attributed to a combination of financial overextension and operational missteps that ultimately erased the brand from the market.
Interest in the vintage pieces never faded. Former Arkansas receiver JJ Meadors still keeps his Apex One jersey in storage, and collectors now prize the garments as rare artifacts of 1990s college football. In 2019 Iowa brought back the iconic banana‑peel design for a game against Penn State, proving that the aesthetic still resonates with today’s fans.