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Fashion Brands Are Capitalising on Baseball’s Biggest World Series in Decades

The high-profile matchup between the New York Yankees and Los Angeles Dodgers has brands from both cities finding creative ways to take advantage, with or without an official MLB licence.
Blackstock & Weber re-stocked officially licensed New York Yankees loafers they released in July for pre-order this week. There are one of many brands figuring out ways to respond to a monumental World Series with the Los Angeles Dodgers and New York Yankees, which kicks off Friday.
Blackstock & Weber re-stocked officially licensed New York Yankees loafers they released in July for pre-order this week. There are one of many brands figuring out ways to respond to a monumental World Series with the Los Angeles Dodgers and New York Yankees, which kicks off Friday. (Matthew Yoscary)
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BoF PROFESSIONAL

On Wednesday evening in Los Angeles, Steven Mena, founder of streetwear label Menace, was finalising designs on his computer for a run of graphic T-shirts inspired by the Los Angeles Dodgers. He’d been creating graphics non-stop since the Dodgers won the National League Championship the previous Sunday.

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Further Reading

Fashion’s Sports Obsession Is No Accident

The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.

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Drawn by street cred and a sense of community, New York City youth are lining up for fast-selling fitted baseball caps with the same fervour they have for limited-edition sneakers.

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Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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