Schilling introduced 38Studios.com apparel last week during a press conference following his first Spring Training start of 2007 for the Boston Red Sox.

"Our vision as a company is to build something revolutionary, to be the leader in the entertainment industry. The executive team I put in place, lead by 38 Studios' President Brett Close, felt this name was a more accurate reflection of what our company is working to achieve," said company founder and CEO Curt Schilling.

The 38 Studios brand will deliver not only massively multiplayer online games, but a broad spectrum of immersive products.

"The name 38 Studios captures the scope of our goals," Brett Close said. "Our mission is to create ground-breaking intellectual properties that inspire a vast selection of entertainment experiences."

Regarding the number 38, "It's not only about what we're going to accomplish, but how," Close continued. "38 is Curt's number, of course. Anyone familiar with Curt recognizes that he represents excellence, integrity, and achievement. These are attributes intrinsic to our people, our organization, and our products."

Close and members of the executive management team will be attending Game Developers Conference 2007 (GDC) in San Francisco this week, March 5th - 9th. It will be the team's first appearance at an electronic gaming industry show on behalf of 38 Studios.