Hokies fans always get riled up when they hear Metallica’s “Enter Sandman” play in Lane Stadium. Now, Virginia Tech fans can add Metallica T-shirts and hats to their wardrobes.
The co-branded merchandise features designs inspired by the band’s logo and original sketches by Virginia Tech doodle artist Steven White.
“This partnership makes a dream of nearly 24 years come true,” said Heather Ducote, senior director of marketing and brand management, in a news release.
“We’re excited to formalize our partnership with Metallica, since one of their most popular hits is already embraced at Virginia Tech athletics events as a beloved Hokie tradition.”
Ducote said several university departments were involved in formalizing the partnership. Brand management organization College Licensing Company brought the partnership together.
“It was a very effective collaboration,” said Renee Alarid, Virginia Tech’s director of the Office of Licensing and Trademarks. “It was quite an effort, taking about a year to hammer out and finalize, and we had to keep it top secret.”
Fans can buy the clothing at the Hokie Shop and the Hokie Sports Shop. Hats start at $38, and T-shirts at $42.
The T-shirts and hats will be available as Virginia Tech Licensing and Trademarks, Downtown Blacksburg Inc., the Town of Blacksburg, the Blacksburg Partnership, and several Blacksburg businesses host a block party on September 6, the eve of Virginia Tech’s first home football game.
“We’re delighted to work with Virginia Tech to showcase this exciting collaboration with Metallica at the Kickoff on College Avenue event,” said Ann Cassell, president of the Blacksburg Partnership. “Virginia Tech and Blacksburg are so closely linked and this will only add to the energy and excitement in town as students return and a new football season begins.”
Feature image courtesy College Licensing Company
For more stories like this, subscribe to Northern Virginia Magazine’s News newsletter.
