Formation of Greatness Wins

The partnership between Chris Riccobono, founder of Untuckit, and Derek Jeter, Hall of Fame shortstop, evolved during the pandemic when Chris sought to address a gap in the athletic apparel market. Initially hesitant, Jeter engaged with Riccobono after consistent outreach and saw potential in the vision for a brand focusing on athletic performance without compromising modern fit. The combination of Riccobono’s expertise in apparel and Jeter’s experience with athletic brands fueled the launch of Greatness Wins, showcasing how persistence and a shared vision can lead to successful collaborations. As Jeter decided to back the project, they merged their separate insights to create an innovative product line that promises to resonate with both athletes and casual wearers alike.