Daily Front Row

2010 April 6

A Home Run for DKNY

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DKNY's right field billboard
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(NEW YORK) They may be sporting more Under Armour than high fashion, but the New York Yankees are getting a dose of chic—in right centerfield. DKNY announced yesterday that it has entered into a long-term sponsorship agreement with the baseball team (which won the World Series in 2009), including an outfield billboard over the bullpen, a DKNY lounge along the third baseline, and ongoing programs like community-focused charitable programs and marketplace action initiatives. “Donna Karan created DKNY to capture the spirit of New York and the people who live here, including the most successful baseball team in history, the Yankees,” said Donna Karan International chairman and CEO Mark Weber. “This unique sponsorship gives DKNY a direct way to reach the consumer and also provides enormous visibility among a loyal, passionate audience—the millions of fans who visit Yankee Stadium each year and the many millions more who watch Yankees games on television. We are thrilled to have this opportunity to celebrate the City that inspired our brand and this iconic team.”

The Yankees’ first home game takes place on April 13, when fans will be able to see the billboard in person as they take on the L.A. Angels. Maybe this means that jersey and jeans-sporting fans will need to step up their game a notch—and we can’t wait to see what the Mets will come up with to match.
EMILY GYBEN