DKNY is ready for baseball season.
The company has entered a multifaceted, long-term partnership with the New York Yankees. The company will once again have a presence in Yankee Stadium with an 855-square-foot billboard in right field featuring the new DKNY logo. In 2010, the company made history as the first fashion brand to advertise on this scale at Yankee Stadium.
DKNY has had a relationship with sports for some time, with multiple past collaborations with the Yankees. G-III has had a history of holding licensing agreements with MLB, the NHL and the NFL.
“This unique partnership is part of DKNY’s overall brand strategy to increase visibility across multiple media channels to a loyal and passionate audience,” said Jeff Goldfarb, executive vice president at G-III Apparel Group. “DKNY has had a long-standing relationship with the New York Yankees, and having our presence back at Yankee Stadium in such a prominent location demonstrates the connection our brand has with the Yankees’ iconic franchise and legacy,” he said.
“We are extremely excited to partner with DKNY this season,” said Michael Tusiani, New York Yankees senior vice president of partnerships. “DKNY is an iconic New York company and having its logo prominently displayed in the outfield will provide its brand great exposure at Yankee Stadium throughout the year.”
DKNY and New York Yankees co-branded hats will be available to shop on DKNY.com. In addition to the billboard, DKNY will have other digital in-stadium formats.
The DKNY billboard at Yankee Stadium will be visible beginning on the team’s home opener on Friday.
SOURCE: Women’s Wear Daily
