Our Story

It all started with a conversation about the current state of athletic apparel. Navigating this saturated market, one major question kept coming up: what happened to the ‘sport’ in sportswear? Quality and durability are questionable with many athletic brands, while the focus of athleisure is more on fashion than fitness.

The industry has forgotten its most important players: athletes. Athletes of all kinds, shapes and sizes. The professional athlete, the intense athlete and the casual athlete. It’s not important how celebrated of an athlete you are. What is important is when you’re making an athletic move, big or small, you’re wearing the apparel that will benefit you the most. Greatness Wins saw there’s a need for something better. All athletes deserve something better, and we’re stepping up to the plate.

Derek Jeter and e-commerce entrepreneur and UNTUCKit Founder Chris Riccobono have joined forces with American Ballet Theatre Principal Dancer Misty Copeland as well, to introduce Greatness Wins: athleticwear for the modern athlete.


People don’t care what you do, they care why you do it. Today, the term “Sustainability” has become mainstream and is often painted with a broad stroke. At Greatness Wins, sustainability isn’t about commercializing on a trend… it is woven into every strategy, design, fabric, trim, and even our supply chain.


Performance apparel is highly specialized. It requires unique seams, manufacturing equipment, design expertise, etc. We meticulously plan every thread size, thread count, type of seam, and every piece of specialty sewing machinery.


Our technical design and product specifications are like blueprints, each element is meticulously outlined for our manufacturing partners to bring you the best quality and highest performance apparel possible. Our products, down to the smallest details, are built with the purpose to help you push past your limits.

Derek Jeter

(The Captain)

Father of 4 Beautiful kids
Founder of Greatness Wins
Founder of Players Tribune
5x World Series Champion
World Series MVP
6th Most Hits All-time
14X All-Star
Captain NY Yankees (2003-2014)
5X Gold Glove Award
AL Rookie of the Year

Misty Copeland

(The History Maker)

Mother to a young son
Founder of Greatness Wins
The 1st Black Woman Promoted to Principal Dancer at American Ballet Theatre
Discovered on a basketball court of the Boys and Girls Club at 13
Made the leap to professional dancer with American Ballet Theatre after 4 years of training
Time 100 Most Influential People Honor
NAACP Spingarn Medal Recipient
New York Times Best Selling Author

Chris Riccobono

Father of 4 beautiful kids
Founder of Greatness Wins
Founder of UNTUCKit

Letter from the Athletes

As athletes who have competed at the highest level of sports, we recognize that you don’t stumble into success. Success is the recognition of all the hard work you’ve put in to get to that point. Whether at the gym or on the practice field, the effort you put into pushing yourself to be your best is when future victories are made. Wearing the right apparel in these moments is vitally important – it can make or break what you get out of each session.

Over the many years of our combined careers, we’ve trained in athletic gear for countless hours, putting it all to the ultimate test. It turns out there’s plenty of room for improvement in today’s sportswear market. Greatness Wins is here to change the game.

We aim to be the new authority in premium sportswear. Our team is deeply involved in the design process, curating each collection from start to finish. We ensure we are creating products that outperform anything on the market while also being elevated with the clean styling and details of athleisure. All products are rigorously tested by skilled athletes, and only a select assortment of winning designs makes the cut. 

We’ve also made shopping a no-brainer. No more navigating confusing pages of products or
guessing the difference between one product and the next. Finally, it’s quick and easy to find the best products for all your sport and training needs.

And that’s just out of the gate. Greatness Wins will soon launch a women's collection and expand into tennis, soccer, and other exciting sport categories. 

Even as the company scales up, we’ll always keep our team and values close to heart. We’re confident in that vision, thanks to the expertise of co-founder, Chris Riccobono, who brings ten years of apparel design and e-commerce experience to the table.

Join us, and let the games begin.


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