Come Thursday, when the new Yankee Stadium in the Bronx officially opens its doors, fans will find prominent sponsorships from an unexpected source: nonsport apparel companies.
Both Tommy Bahama, the island lifestyle brand, and Weatherproof Garment Co., best known for its casual jackets, have invested in the new ballpark, moves that underscore the apparel industry’s ever-widening search for novel marketing strategies and the growing appeal of the sterling Yankees brand. (For more on Tommy Bahama, see page 13.)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"