Before Rotten Tomatoes can decide whether dropping $20 to watch Timothée Chalamet as a pingpong hustler is worth it, the movie’s branded windbreaker is already famous.
@fashionhousetok All the big stars spotted in this Marty supreme jacket. #celebrity #superme ♬ original sound – Egg
The hype started months ago when Chalamet’s girlfriend, Kylie Jenner, wore a “Marty Supreme” jacket to a Yankees game. More celebrities quickly followed. Hailey Bieber wore it while running errands with husband Justin. Singer Frank Ocean sported the piece in the studio. Football GOAT (or greatest cheater of all time, depending on who you ask), Tom Brady, was seen in it. Even, wait for it… Bill Nye. The Science Guy.
The jacket is so popular that Chalamet’s mother asked him to send her one (size small, please). And, in typical mom fashion, asked him to “Do it now so it’s timely.”
Obviously, fans wanted in. At the New York City “Marty Supreme” pop-up, a line stretched more than five blocks. Thousands waited for hours, tipped off only by a tweet from Chalamet: “C U at 7,” followed by an address.
When doors opened, fans were greeted with a literal menu of merch: keychains, socks, hats, shirts, sweatpants and the highly coveted “Marty Supreme” jacket, created by streetwear designer, Doni Nahmias.
The $250 limited-edition lightweight jacket has a relaxed unisex silhouette and cinched hem reminiscent of the Starter team jackets popular in the ‘90s. The piece, available in orange, red, black and blue, sold out quickly. As in 15 minutes.
@sadari607 They Just Came OUT Grab Them before they Sell Out!!! #martysupreme #martysupremejacket
♬ original sound – quanahvvvlv
“What I love most is how clearly [film studio] A24 and Timothée Chalamet understand that Merch = Media, and how intentionally they are using merchandise as a high-impact lever in the campaign,” says Joseph Sommer, founder and CEO of Whitestone, PPAI 100’s No. 34 distributor. “They are distributing identity, belonging and early access to the world of the film.”
The marketing train isn’t finished yet. The Marty Supreme Invitational, an exclusive pingpong tournament, takes place in the Lower East Side on Dec. 17.
