April 07--Chance the Rapper designed three new White Sox hats, narrated a team video and will throw out the first pitch at U.S. Cellular Field, all of which debut Friday as the Sox host the Cleveland Indians in their home opener.
The Sox acknowledge that the South Side native is as much a celebrity representative of their team as rapper Drake is for the Toronto Raptors, only Chance doesn't have an official title like "global brand ambassador."
But White Sox marketing chief Brooks Boyer said that the team is open to forging a deeper partnership with Chance like the Raptors have with Drake.
"I think that's a great parallel," Boyer said of the comparison. "What's interesting is we noticed Chance wearing Sox apparel when he was performing. ... We reached out and invited him to come in and attend the games. We gave him some more gear because we noticed his Sox outfit was a little worn out because he sweats through his concerts."
Chance collaborated with Major League Baseball licensed apparel maker New Era on the look of the three 9FIFTY snapbacks.
"When (New Era) came to us and they were looking for a celebrity who could represent the White Sox brand, he was at the top of the list," Boyer said.
The rap star's appeal across demographics and geography attracted the Sox. Hours after the Sox announced Chance's redesigned caps, Boyer received a text from his 19-year-old niece, a freshman at the University of Alabama. "She said, 'Uncle Brooks, can you please get me a Chance hat?' Word travels pretty quick if it got down there to Alabama, to Tuscaloosa."
Only 2,000 of the caps will be sold, priced between $40 and $50 at the ballpark and Chicago Sports Depot, as well as online through shop.mlb.com and shopneweracap.com.
