Lil Baby delivers merch madness for Fanatics

Fanatics and VaynerMedia have partnered together on their first campaign, working with Grammy-nominated artist Lil Baby to create an original single and music video for Fanatics’ Merch Madness initiative.

Created to celebrate Fanatics’ Global Volunteer Day, the video followed Lil Baby as he participated alongside the likes of Tom Brady, Eli Manning, Meek Mill, Joel Embiid, DJ Khaled, and more to give away more than 300,000 pieces of licensed apparel to over 100,000 underserved youth and their families in nearly 100 locations across the US.

Recapping this experience, the video was produced by VaynerX’s Eva Nosidamand Richie Souf. This is the first campaign created between Fanatics and VaynerMedia, since the agency was awarded the business in March. VaynerMedia serves as Fanatics’ Creative AOR.