Summary
- Fear of God Essentials partnered with MLB for an “Atlanta Capsule,” fronted by 2 Chainz, celebrating the city’s culture and sports heritage.
- The collection features New Era and Franklin Sports collaborations, honoring Atlanta teams, historic Negro Leagues, and the Civil Rights movement with empowering graphics.
Fear of God Essentials has teamed up with MLB ahead of All-Star Week in Atlanta, Georgia, to celebrate the city’s vibrant cultural legacy with Georgia-born rapper 2 Chainz fronting the photos. The campaign not only honors the city’s sports teams across the MLB, NBA, and NFL, but also its contributions to Rap music and the Civil Rights movement.
According to WWD, the Atlanta Capsule taps trusted industry purveyors with caps made in collaboration with New Era, sweatshirts, and batting gloves developed with Franklin Sports. The pieces call out Atlanta’s big three teams the Braves (MLB), Falcons (NFL) and Hawks (NBA), and also pay respect to the “Negro Southern League” and the “Negro American League,” like the Monarchs, Black Crackers, Black Yankees, Grays and X-Giants — originating during the US’s era of racial segregation.
The graphics represent a loud and clear political statement, reprising chants and signage from the 1960s Black Liberation movement in Atlanta. In addition to empowering phrases like “We Won’t Move” and “Freedom Now,” one graphic reads “Don’t buy where you can’t work,” echoing the numerous consumer boycotts of the era. The statement is especially relevant to the current climate, as boycotts continue to affect retailers who have drawn back on DEI initiatives and affirmative action.
In 1996, Atlanta hosted the Summer Olympics, solidifying its status as an American sports hub. The city has also become an epicenter for African-American arts and music, serving as a hub for some of the world’s most renowned rappers like 21 Savage, Andre 3000, Young Thug, Gucci Mane, Soulja Boy, and, of course, 2 Chainz, among many others. The Fear of God x MLB collection celebrates these thriving cultural movements while also honoring the historic struggle of African-American communities.
The Atlanta Capsule will be available exclusively at The Webster in Lenox Square this Friday and later on the Fear of God web store.
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