JOURNAL ARTICLE

South Africa Startup Cracks Athleisure With NBA, Man City Deals.

  • Published In: Bloomberg.com, 2026. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Sabela, Enzokuhle 3 of 3

Abstract

The article focuses on Old School, a South African clothing startup founded by brothers Daneel and Stef Steinmann, which has grown from a college dorm room venture into a significant player in the global athleisure market. Old School specializes in vintage-style sports apparel and has secured partnerships with major sports organizations including the National Basketball Association (NBA), Manchester City Football Club, Liverpool Football Club, and premier South African teams such as Kaizer Chiefs and the national rugby team, the Springboks. The company navigates intellectual property challenges by forming licensing agreements and aims to expand internationally, with recent initiatives in the UK and India. Old School emphasizes connecting fans through nostalgic, premium-quality merchandise while contributing to the growing sports and athleisure market in South Africa. [Extracted from the article]

Additional Information

  • Source:Bloomberg.com. 2026/04, pN.PAG
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2026
  • Accession Number:192931284
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