Get excited: A new collection of T-shirts and hats designed to get Hokie fans cheering and jumping is now available. Virginia Tech has partnered with Metallica, and the collaboration has finally arrived.
The initial merchandise lineup features designs that incorporate Metallica’s logo and unique sketches by Virginia Tech artist Steven White.
The tradition of “Enter Sandman” at Virginia Tech, known for its electrifying atmosphere, began on August 27, 2000, when the university introduced its first video scoreboard at Lane Stadium and needed a new walkout song.
Heather Ducote, senior director of marketing and brand management, expressed her enthusiasm: “This partnership fulfills a nearly 24-year dream. We’re thrilled to formalize our collaboration with Metallica, especially since their iconic hit is a cherished part of Virginia Tech athletics. This effort involved many university departments, including the Virginia Tech Athletics Department, the marketing team, the Office of Licensing and Trademarks, and artist Steven White, all working together to create the merchandise. I’m eager to see what else this partnership will bring.”
The new merchandise is now available for purchase at various retailers, including the Hokie Shop, the Hokie Sports Shop, and the Metallica website.
The T-shirts were showcased on August 12 during the “Today” show’s birthday celebration for co-anchor Hoda Kotb ’86, where the HokieBird and other Virginia Tech representatives presented Kotb with the co-branded T-shirts and other Hokie items.
Renee Alarid, director of the Office of Licensing and Trademarks, highlighted the successful collaboration with College Licensing Company (CLC), Virginia Tech’s agent, which played a key role in making the partnership happen.
“It was a very effective collaboration,” Alarid noted. “The process took about a year and required strict confidentiality. It was a community effort involving CLC, the Original Retro Brand, athletics, and local retailers. We couldn’t have achieved this without everyone’s support.”
Nicole Armentrout, CLC’s senior vice president of marketing, added, “The fan experience at Lane Stadium and ‘Enter Sandman’ are exceptional in college sports. We’re excited to work with Virginia Tech to bring this tradition to life through customized Metallica merchandise. Our goal is to offer unique experiences that Hokie fans can enjoy beyond game day.”
To celebrate, Virginia Tech Licensing and Trademarks, Downtown Blacksburg Inc., the Town of Blacksburg, the Blacksburg Partnership, and local businesses will host a block party — Kickoff on College Avenue — on September 6.
Ann Cassell, president of the Blacksburg Partnership, said, “We’re excited to showcase this collaboration with Metallica at the Kickoff on College Avenue event. Virginia Tech and Blacksburg are closely connected, and this event will enhance the energy and excitement in town as the new football season begins. We look forward to welcoming students, alumni, and visitors this fall.”
The public, along with students, faculty, staff, and their families, are invited to join the celebration from 5 to 9 p.m. on September 6, the night before Virginia Tech’s first home football game of the season. Attendees can expect to see plenty of co-branded Metallica merchandise alongside other Virginia Tech items.
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