By Andrés Marín
Jay-Z’s clothing line Rocawear, co-founded by the Brooklyn-bred rapper more than 10 years ago, has secured a new collaboration with the New York Yankees. The brand will be put on prominent display for baseball fans inside Yankee Stadium as part of an integrated promotions deal set to roll out this year.
With Jay-Z being a long time Yankees fan, this deal was just natural, said Jameel Spencer, EVP of Marketing for Rocawear men’s division. “Jay-Z has been a long-time fan of the Yankees, regularly attends games and has even included his favorite team in song lyrics, so this was a natural partnership,” he said.
With Hov spitting lyrics like, “I made the Yankee hat more famous than a Yankee can”… on his hit “Empire State of Mind” his love for the team isn’t really a secret.
Ever the fan, Jay-Z even filmed his own personal video of Derek Jeter’s 3,000th hit last year, recording from his seat on the 3rd baseline.
Rocawear believes that they have a great power in creating culture in ways other than just music. The music-meets-fashion-meets-sports deal has Rocawear and Jay-Z very excited, not to mention predicting another championship this year. “Rocawear, along with Jay-Z are very excited to be working with the Yankees for the 2012 season,” Spencer added. “We feel another championship in ‘12!”