Jay-Z’s Rocawear Partners With New York Yankees
Jay-Z’s Rocawear clothing company announced on Wednesday (April 11) a new partnership with the New York Yankees for the 2012 season. The full details of the deal are not completely clear, but a press release from Rocawear stated that fans should expect to see “branded signage in Yankee stadium and integrated promotions throughout the season.”
“Jay-Z has been a long-time fan of the Yankees, regularly attends games and has even included his favorite team in song lyrics,” said Jameel Spencer, EVP of Iconix Brand Group, via the release. “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!”
Mr. Carter has not publicly commented on the new deal, but he’s made his love of the Yankees clear throughout his career. His connection to the team has gotten stronger in recent years, with his hit “Empire State of Mind” serving as the unofficial song of the team’s 2009 championship run. Not to mention the legendary concert he and Eminem had at Yankee Stadium last year as part of their “Home and Home” tour.
Earlier this month, Jay appeared in the first ever Rocawear commercial, “"Marcy to Barclays," which featured the Brooklyn MC reflecting on his path to the top. The commercial and new partnership with the Yankees are both good signs for the brand which has had to weather tough times recently including a massive sales decline and lay offs. —Calvin Stovall