South African Startup Old School Challenges Global Athleisure Giants with Strategic International Partnerships

Discover how Old School moved from a dorm room to global deals with the NBA and Manchester City, leveraging nostalgia to disrupt the athleisure market.

By: AXL Media

Published: Apr 11, 2026, 11:08 AM EDT

Source: Information for this report was sourced from Daily Investor

The Evolution from Dormitory Startup to Global Apparel Player

The South African clothing brand Old School has undergone a rapid transformation, evolving from a university venture into a serious competitor within the $97 billion global sports apparel market. Founded by brothers Daneel and Stef Steinmann only seven years ago, the business was sparked by a search for vintage style rugby shirts during the 2019 World Cup. After successfully navigating early intellectual property challenges with the South African Rugby Union, the company demonstrated its commercial scale by recording R4 million in sales in a single day during the 2023 tournament, a figure that matched their entire previous year of revenue.

Navigating the Complexities of Global Sports Licensing

Old School has carved out a specialized niche by focusing on licensed fanwear and premium storytelling, distinct from the technical on field kits produced by giants like Nike and Puma. CEO Daneel Steinmann noted that while major brands dominate global manufacturing rights, Old School operates further down the value chain, emphasizing fashion and nostalgia. The brand has successfully secured partnerships with premier soccer clubs including Kaizer Chiefs and Orlando Pirates, as well as international powerhouses like Liverpool and Tottenham Hotspur, with further agreements with Barcelona and Real Madrid currently in development.

Economic Outperformance Within the Local Athleisure Sector

The company's growth reflects a broader trend in the South African market, where the sports and athleisure segment grew by 7% last year, significantly outpacing the national economic growth rate of 1.1%. Strategic foresight adviser Bronwyn Williams suggests that firms like Old School are successfully capitalizing on national brands to build personal value. By navigating the nuances of trademark law and securing official licenses, the startup has expanded its retail footprint to over 20 standalone stores and kiosks across South Africa, employing more than 250 people in its head office and warehouse operations.