F&M Stories

As members of the United States women’s gymnastics team dazzled and defied gravity, you couldn’t help but notice their beaded attire glinting in the limelight. 

That’s 10,000 handsewn Swarovski crystals per Olympic leotard, to be exact. 

Franklin & Marshall graduate Matt Cowan ’03 knows a thing or two about bringing sports apparel to the global stage. Cowan is chief executive officer at Elite Sportswear, LP, parent brand of GK Elite – the name behind Team USA’s stunning leotards worn by the likes of Simone Biles, Sunisa Lee, Jordan Chiles and Jade Carey. The company also outfitted the U.S. men’s team. 

Based in Reading, Pa., Elite Sportswear’s portfolio of brands also includes Dolfin Swimwear, GK Cheer and Omni Cheer. 

Cowan, a business major and English minor, got his start in athletic apparel as a senior at F&M. An internship at basketball footwear company AND 1 was especially fitting for the 6'5" Cowan, who played hoops in high school and was a forward on the 1999-2000 Diplomat squad that advanced to the NCAA Division III Final Four. 

“My education at F&M was instrumental in building a broad foundation of business knowledge,” Cowan said. “My liberal arts education also created a desire to couple business with art, science and psychology, inspiring new insights and creativity both personally and professionally.”

He recently returned home after spending time in Paris to watch the games and attend media events. While Cowan has worked with Olympic teams in previous roles, this was the first time he could attend in person.

“In a time where much of the world feels divided, there was a palpable energy of unity through sports. Fans from around the world were joyful, kind and supportive of one another. It was incredibly refreshing and inspiring,” Cowan said.

"My education at F&M was instrumental in building a broad foundation of business knowledge... My liberal arts education also created a desire to couple business with art, science and psychology, inspiring new insights and creativity both personally and professionally."

- Matt Cowan '03 (pictured with wife, Sara Cowan)

Tell us about your career path from F&M to GK Elite.

As a rising senior, I began interning at a basketball apparel and footwear company, AND 1. Upon graduating, I was fortunate enough to land the only job opening they had: footwear sample manager. It was as basic and entry level as it sounds, but I was thrilled for the opportunity to find a job in sports. This role led to a foundation in product development which has been paramount in my career. 

There is a saying in the world of sports that “product is king,” meaning athletes have to authentically like and use your product to build brand success. As my career grew, I expanded my skill set by taking on sales and marketing roles at Reebok and Everlast, the latter in which I was able to combine all of my experiences for an executive leadership role. 

My transition to GK Elite came about through a private equity-backed opportunity to build a portfolio of nice sports apparel brands. I joined the business as the chief commercial officer in 2016 and became CEO in 2023, now overseeing our portfolio of brands. 

How did a liberal arts education prepare you?

My education at F&M was instrumental in building a broad foundation of business knowledge. By taking classes in marketing, finance, product development and accounting, I was prepared to communicate and engage across multiple functions as my career grew. My liberal arts education also created a desire to couple business with art, science and psychology, inspiring new insights and creativity both personally and professionally. Finally, F&M was the catalyst for lifelong friendships across an incredibly diverse group of people (varsity basketball, Phi Tau fraternity, classmates and intramural sports!).

Can you give us a glimpse into the leotard design process? 

The Olympic design process starts approximately two years prior to the games. For Paris, Team USA’s leotards were inspired by American patriotism and Parisian fashion, with each leotard featuring over 10,000 Swarovski crystals. These would retail for around $3,000 each, however, we sell fan replicas for $90. Each athlete receives a full set of eight leotards custom made to their measurements. Perhaps the most prideful point is that they are all made just north of campus in our factory in Reading, Pa.! 

All photos courtesy of Matt Cowan and GK Elite.