Joe DiMaggio will soon grace a host of licensed consumer products, including trading cards, bats and jerseys as part of a new deal aimed at creating fresh branding around the baseball icon.
DiMaggio, LLC—the sole licensing company and owner of DiMaggio’s name and image since the player’s death in 1999—has partnered with MODA Licensing, Inc. in New York and Dominant Players, Inc. in Sacramento, CA. The newly created group—Joe DiMaggio, LLC—will “energize, promote and license the Joe DiMaggio brand” according to a recent news release. The partnership coincides with the 70th anniversary of DiMaggio’s famous 56-game hitting streak—one of the most enduring records in sports that remains unbroken to this day.
DiMaggio licensing will be developed, executed and managed by MODA Licensing, Inc. “Joe DiMaggio is synonymous with America’s favorite pastime as well as his signature style. His brand is sure to resonate and provide tremendous opportunities to license a broad range of quality consumer products,” said Michelle Alfandari, President/CEO of MODA.
Brand identity, integrated marketing and communications will be created and executed by Dominant Players, Inc.
The company was formed to energize, promote and license the Joe DiMaggio brand and likeness.
“MODA’s focus will be on creating sustainable branded Joe DiMaggio licensed businesses,” said Michelle Alfandari, President/CEO of MODA Licensing. We are developing a strategy that will leverage the strongest assets of DiMaggio’s legend, fame and celebrity to a select range of consumer products and service. In addition to packaged goods and services we will leverage Joe DiMaggio’s image for advertising, promotion and film. The immediate opportunity is licensing the 2011 70th Anniversary of Joe DiMaggio’s 56 game hitting streak for collectibles and apparel.”
Several strong sub-brands including Joltin’ Joe DiMaggio® and Joe DiMaggio – The Yankee Clipper®, and of course his highly recognizable signature, will support and expand the anchor brand.
“Bringing Joe DiMaggio’s nostalgic appeal and character into today’s fast-paced interconnected world is an opportunity to build a truly dominant consumer brand,” said Elizabeth Kanna, President of Dominant Players, Inc. “Joe’s story is timeless—one that can inspire every generation.”
There is no word on exactly what type of baseball memorabilia deals may be executed in conjunction with the 56-game hitting streak anniversary.
Morris Engelberg, DiMaggio’s longtime friend, confidant, attorney, co-author of DiMaggio: Setting the Record Straight, and trustee for DiMaggio, LLC will act as counsel for the new venture. “Joe’s last words to me were to protect his name and do the right thing,” said Engelberg.