When Major League Baseball (MLB) announced its multi-year partnership with Jerry Lorenzo’s fashion brand Fear of God, it opened Pandora’s box. “I get asked every day about Fear of God collaborations,” Anthony Manuel, Director of Youth Activates for Fear of God, told me over the phone. “We say no to most of them. Not only are we protective of the brand, but my brother and I also want to make sure our partnerships truly align with our values and how we see the game. That is one of the reasons why collaborating with The Hill Boys was a no-brainer and a perfect fit,” he said.
While a collaboration between the highly popular fashion brand and The Hill Boys, an Atlanta-based elite baseball development program founded by former MLB players Marquis Grissom and Lou Collier, may make sense on the surface, two ascending brands uniting at an opportune time. I assure you this connection runs much deeper than the optics.
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