Run-DMC was among the most influential hip-hop groups of the Eighties — and their reach is still relevant today.
On Wednesday, Fanatics, the leading retailer of licensed sports merchandise, will launch Run-Cty, a new exclusive apparel and accessories line produced in collaboration with the group. Run-DMC was founded in Hollis, Queens in 1981, by Joseph Simmons, Darryl “DMC” McDaniels and Jason “Jam Master Jay” Mizell.
The limited-edition line of men’s, women’s and children’s premium T-shirts, fleece and snapback hats will be unveiled at an event at the NBA Store in New York where TJ Mizell, the son of the late Jam Master Jay, will host a DJ session from 11:00 a.m. to 1:00 p.m.. McDaniels will also make an appearance. There will be a Run-DMC-inspired photo booth and a geotagged Snapchat filter to share photos using #RunFanatics.
The collection, which will feature the Run-DMC logo and typeface along with those of multiple teams across a variety of leagues, was designed by Fanatics Branded, the company’s in-house manufacturing division.
Raphael Peck, president of Fanatics Branded, said the group was “legendary” and will connect with customers of the company’s Fans Edge, its fashion-focused online store.
Fans Edge appeals to a younger consumer, he said, one who “wears fan gear for the admiration of their team and the love of fashion. And we’re committed to engaging with fans and the teams they love in a unique way.”
While Run-DMC is no longer an active group, its unique look and influence remain current, Peck said. “The group has incredibly wide appeal.”
In addition to FansEdge.com, the product will also be sold on NBAStore.com and at the NBA flagship on Wednesday before it is offered to other retailers on Thursday.
Peck said Fanatics will also be offering Run-DMC product for the NHL, NFL and Major League Baseball when the winner of the World Series is identified later this month.
“We’ve worked very closely with the Run-DMC team to make sure we captured the essence of their iconic brand throughout all of the gear in this line,” he added.
The collection will retail for about 8 to 12 percent higher than other more-traditional licensed goods, he said.
“It’s cool to have the RUN-DMC logo be part of this special collection,” said McDaniels. “I like having the spirit of our music history tied into the passion of sports fans around the world.”