Jay-Z’s Marketing Power Decoded

NEW YORK YANKEES APPAREL:
As a native New Yorker, Jay-Z has long been a supporter of the hometown Yankees, sporting the MLB team’s baseball cap in countless photos. On his 1999 single, “Do It Again (Put Ya Hands Up),” he famously rhymes, “Hat cocked can’t see his eyes, who could it be?/With that new blue Yankee on, who but me?” Jay-Z’s continued support of the Bronx Bombers may have inspired more hip-hop fans to reach for a Yankees fitted, with apparel maker New Era stating that sales had risen 20% each year leading into 1999, but more than likely the sports team’s brand was catapulted by their 27 World Series Pennants, including one in 2000. However, last year Jay-Z did help move some of their products when he announced limited edition co-branded merchandise for sale at Yankee Stadium, including a special All-Black Everything Yankees baseball cap via New Era, which featured design nods to his The Blueprint 3 album and a $50 price tag.

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