Now Jay-Z has taken his love for the Yankees a step further by forging a business partnership between the Bronx-based team and his fashion imprint Rocawear, reports Global Grind.
Rocawear will have branded signage in Yankee Stadium, in addition to integrated promotion through the 2012 season.
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Only a few months ago, there was speculation that the 12-year-old company founded by Jay-Z and Damon Dash was on its last legs. A global sales decline of $500 million resulted in reported company lay-offs. Rocawear was then met with controversy that swirled around their ‘Occupy All Street,’ tee-shirt line that was created in response to the Occupy Wall Street protests. Since none of the proceeds from the tee shirt sales actually went to the occupiers, Rocawear was harshly criticized and the company made the costly decision to snatch the line off of the market.
Although Jay-Z sold his rights to the Rocawear brand in 2007 to the Iconix Brand Group, Inc. for $204 million, he retains a stake in the company and still oversees its marketing, licensing and product development. Regarding Rocawear’s latest coup, Jameel Spencer, EVP of Marketing for the Rocawear men’s division says, “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. Rocawear, along with Jay-Z are very excited to be working with the Yankees for the 2012 season. We feel another championship in ’12!”
Full details of the deal are still vague at this point.