New York Yankee Fans Get New Rocawear Line Plus Men’s/Women’s Fragrances
The man who “made the Yankee hat more famous than a Yankee can,” Jay-Z, has announced a sponsorship with his Rocawear line and 27 time World Series Champions, the New York Yankees.
For the 2012 season, Rocawear will have branded signage in Yankee stadium and integrated promotions throughout the season.
Jameel Spencer, EVP Marketing, men’s division, Iconix Brand Group, Inc., commented, “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!”
In addition to this new deal, the Yankees have also launched men’s and women’s fragrances just in time for baseball season. The scent is the first ever from a MLB team. And what does it smell like? “We hope it reflects the smell of success, not to sound too cheesy,” says Duncan Bird, creative director of the cologne’s marketing team, Cloudbreak Group. “It’s not too challenging. It’s a very refreshing smell.”
That sounds better than hot dogs, the stench of a packed 4 train to Yankee Stadium on a summer day or the ghost of George Steinbrenner.