'We're Going All In,' Capelli Sport CEO Says of USA Lacrosse Partnership

People who are bullish on lacrosse often equate the sport’s growth over the last 20 years to what they saw in soccer in the 1980s and 1990s.

That’s an understatement, according to George Altirs.

“Lacrosse is ahead of where soccer was in the 1980s,” said Altirs, the  founder of Capelli Sport and lifelong soccer advocate. He cited the sport’s traction in high schools and colleges, multiple professional leagues and youth base. “Based on the ambition of your board and USA Lacrosse — what they want to do with the sport — I truly believe in it. That’s why we’re going all in with this partnership.”

USA Lacrosse’s long-range plan calls for doubling participation in the sport by 2030. Capelli Sport just became a key stakeholder in that goal.

On April 15, the two companies unveiled a multi-year partnership designating Capelli Sport as the official apparel supplier for USA Lacrosse through the end of the decade. Capelli Sport will outfit all U.S. National Teams, including those competing in the 2028 Olympic Games and every discipline of World Lacrosse championships, for the duration of the agreement. It also covers the National Team Development Program.

USA Lacrosse Magazine visited Capelli Sport’s headquarters and showroom in midtown Manhattan to interview Altirs, the 60-year-old fashion industry tycoon who foresees big things for the sport.

Why lacrosse? And why now? What do you see in the market that warrants this kind of investment?

I love sport. We want to be a part of any youth and professional sport, especially ones that are growing. I see the trajectory of lacrosse being much bigger than what it is right now. The pace of growth is faster than other sports that exist in this country and globally.

Why is USA Lacrosse the right partner for Capelli Sport?

We are trying to grow our brand in lacrosse. What’s bigger than USA Lacrosse? The biggest participation base in the world is in this country. To partner with the highest level of the sport in the country like USA Lacrosse, it doesn’t get better. It’s a no-brainer.

What will Capelli Sport bring to lacrosse that doesn’t already exist in the sport?

We are a sport company. We are not just a uniform supplier. Lacrosse organizations deserve more and better service than they get from the fragmented brands and suppliers that service them. Based on what we can offer — not only uniforms, but support of the sport — I thought we could be very successful. That’s why I wanted to do it. I don’t want to go into anything unless we can be the best at it.

What role did the globalization of lacrosse — a sport now played in 93 countries on six continents returning to the Olympic Games in 2028 — play in Capelli Sport’s decision to pursue this partnership?

We are a global brand. We’ve seen lacrosse participation grow globally. Coming back to the Olympics, hopefully we can be part of USA Lacrosse winning the gold medal.

Capelli Sport was founded in 2011 but the Capelli fashion brand dates to 1990. How does this background help Capelli as a sports brand?

Fashion is about trends, trend forecast and a high-level quality of product. We have experience making premium, luxury products in fashion — from apparel to footwear, hosiery, handbags, etc. We can apply that to sport. When you mix our fashion and sport knowledge with high-quality materials and workmanship, we have an advantage.

How will you define the success of this partnership?

First, how can you make your partner successful before you? It is my job and that of my team to look at what resources, infrastructure and network we have to put in the service of USA Lacrosse. If USA Lacrosse is successful and we are their partner, Capelli Sport will be successful.

For USA Lacrosse, it’s the gold medal, increasing membership, making the sport accessible to every kid who wants to play, better coaching education, facilities and image. We want to help make USA Lacrosse a household brand.