GAME Moves Forward with Fashion

Aug 1, 2008

This varsity jacket, worn by a GAME Sportswear employee, was ordered by music artist Wyclef Jean as part of the marketing campaign for his most recent album.

It's not every day that GAME Sportswear Ltd., Yorktown Heights, N.Y., gets a request from a celebrity for a specific item, but music artist and producer Wyclef Jean has put the company on the fashion-forward map.

"Since GAME does not sell direct, we often don't know who the ultimate customer is," says Les Tandler, executive vice president.

The company's core business has always been in the team sportswear category, but this project presented a new opportunity.

"[The company had] an opportunity to be included in more of a fashion-conscious market, which has recently embraced the 'retro' sportswear look, like varsity jackets and pro-satin baseball style jackets," Tandler says.

GAME jackets were part of Wyclef's marketing campaign for his most-recent album, "The Carnival Vol. II: Memoirs of an Immigrant." He has appeared on the "Today Show" wearing the purple and white varsity jacket, and he has worn the red, white and gold varsity jacket while performing on tour.

The design elements on the jackets vary. The purple and white jacket has "Sweetest Girl," the title of a song from the album, embroidered on the left chest, "Carnival II" vertically down the right sleeve in tackle twill and his high school mascot, a Viking, in chenille, along with "Vailsburg High School" in tackle twill, on the back.

The red, white and gold jacket also includes a song title, "Fast Car," embroidered on the left chest and the mask from his album cover's design is embroidered on the back of the jacket. — Jennifer Morrell

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