Up Your Game
By Kristen Soles McCrackin | Photos courtesy of www.bckr.com
BCKR—pronounced Backer—may be new to the college sports apparel scene, but its founder Corey Maynard is no stranger to premium products or fan culture. A seasoned marketing and product development executive with experience at YETI Coolers and Ooni Pizza Ovens, Maynard has built his career around designing high-performance consumer goods. With BCKR, he’s now applying that same approach to college sportswear.
“I’ve been a lifelong fan of college sports,” Maynard says. “And I’ve spent my career working on high-quality products. So, the idea was: Why isn’t there better fan gear? Why can’t I wear something built with the same technical quality as outdoor gear, but in my team’s colors?”
Launched in late 2024, BCKR began with a simple mission: to create game day apparel that combines the best of outdoor performance with timeless collegiate pride. The company currently offers three jackets for each partner school, including the University of Georgia. “We’re not chasing trends or seasonal collections,” Maynard explains. “We make gear that lasts—both in style and in quality.”
Each jacket is purpose-built: one for hot days, one for cold, and one for rainy weather. The designs are sleek, understated, and made to stand the test of time. “The rain jacket, for instance, is like a high-end ski shell,” he says. “It has fully taped seams, breathable waterproof fabric, and no shortcuts.”
Made from premium materials, the jackets come at a higher price point than traditional fan gear—$199 for the lightweight pullover, $349 for the insulated coat, and $499 for the waterproof shell. But for Maynard, it’s a matter of value. “These are on par with what you’d find in premium outdoor brands. It’s a different category entirely from what you see at the average team store.”
BCKR’s minimalist approach extends to the shopping experience. “We want fans to know exactly what they’re getting,” Maynard says. “If it’s hot outside, grab the summer jacket. If it’s cold, take the winter one. If it’s storming, throw on the waterproof shell.”
All products are designed and manufactured by BCKR—nothing is off-the-shelf. And sustainability is built into the process. The jackets are made using recycled yarns, and their water-repellent coatings are free from PFAS chemicals, which are harmful to the environment and notoriously slow to break down. “We’re following best practices from the outdoor industry,” Maynard says. “That’s where the biggest advances in sustainable apparel are happening.”
Although based in Austin, Maynard has strong ties to the South through his wife’s family and is currently spending time in Athens to connect with UGA fans. “We’re doing photography and video shoots here with former Bulldog players,” he says. “Supporting the school and its athletes is a big part of our mission.”
True to that promise, BCKR donates 10% of all online sales to programs supporting student-athletes. For Maynard, it’s about more than just apparel—it’s about elevating fan culture with gear that honors both the team and the wearer.
BCKR jackets are available online at bckr.com, with free two-day shipping across the South.