Fear of God Essentials has recently launched a new collaboration for the upcoming MLB All-Star Week, set to take place in Atlanta, Georgia. This time, the brand's ambassador is the well-known local rapper 2 Chainz, aiming to celebrate the rich cultural heritage of the vibrant city of Atlanta.
This collaboration not only honors Atlanta's major sports teams in MLB, NBA, and NFL, but also pays tribute to the city's remarkable contributions to rap music and the civil rights movement. According to reports, the Atlanta Capsule collection is a partnership with renowned industry suppliers, featuring caps designed by New Era, while the jerseys and batting gloves are developed by Franklin Sports. This collection not only celebrates Atlanta's three major sports teams—the Golden State Warriors (MLB), Falcons (NFL), and Hawks (NBA)—but also specifically commemorates historical leagues such as Negro Southern League and Negro American League, including teams like the Monarchs, Black Crackers, Black Yankees, Grays, and X-Giants, whose legacies trace back to the era of racial segregation in America.
This series of designs boldly showcases a distinct political stance, echoing the slogans and messages from the Atlanta Black Liberation Movement of the 1960s. Alongside empowering phrases like We Won’t Move and Freedom Now, one design proudly features Don't buy where you can't work., a statement that resonates with the consumer boycott movements of the time. Its relevance is heightened in today’s climate, as retailers continue to feel the impact of these boycotts amidst a backdrop of shrinking diversity, equity, and inclusion (DEI) initiatives, along with the evolution of the civil rights movement.
Atlanta hosted the Summer Olympics in 1996, solidifying its status as a hub for American sports. This city has also become a haven for African American art and music, nurturing a plethora of internationally renowned rappers, including 21 Savage, Andre 3000, Young Thug, Gucci Mane, Soulja Boy, and of course, 2 Chainz. The Fear of God x MLB collection aims to celebrate these thriving cultural movements while paying homage to the historical struggles of the African American community.
This collection will be exclusively launched this Friday at The Webster in Lenox Square, and it will also be available on the official Fear of God website shortly after.
