Photo: College Licensing Company/ Virginia Tech
Virginia Tech has entered into a licensing collaboration with the rock group Metallica to produce a new line of co-branded Hokies T-shirts and hats.
The new line features designs inspired by Metallica's logo and original sketches by Virginia Tech doodle artist, Steven White.
Heather Ducote, Tech's senior director of marketing and brand management, says, “This co-branding makes a dream of nearly 24 years come true,” pointing out that the Virginia Tech Football Team has been entering Lane Stadium to the group's rock anthem, Enter Sandman, since 2000.
"I can’t wait to see what else this collaboration can achieve,” Ducote says.
The new merch is now on sale at the Hokie Shop and the Hokie Sports Shop.
The T-shirts made their debut on Aug. 12 during the Today show’s birthday celebration for host Hoda Kotb, a 1986 Tech graduate.
The HokieBird presented Hoda with the co-branded T-shirts and other Virginia Tech gear.
Renee Alarid, Tech's director of the Office of Licensing and Trademarks, says it took some time to put the Metallica collaboration together.
“It was quite an effort, taking about a year to hammer out and finalize, and we had to keep it top secret," Alarid says.
Virginia Tech, Downtown Blacksburg Inc., the Town of Blacksburg, the Blacksburg Partnership, and several Blacksburg businesses will host a block party called, Kickoff on College Avenue, 5:00 pm until 9:00 p.m. on Friday, Sept. 6, the night before the Hokies first home game of the season at Lane Stadium.
Tech's 2024 season opener takes place this Saturday, Aug. 31 when the Hokies play Vanderbilt University in Nashville.
And just how did the "Hokie Jump" to Enter Sandman come about? Here's the explanation from the Virginia Tech website:
The rhythmic jumping to “Enter Sandman” started a few years after its debut as the football team's walkout song, when a Marching Virginian began to hop around to warm up during a cold snap.
That spontaneous act evolved into the legendary electrifying entrance that now invigorates home games.
Accompanied by fireworks and pyrotechnics, “Enter Sandman’s” noise and fanfare even cause the stadium to shake – occasionally setting off seismographs.
For more information about this new merch collaboration with Metallica, please visit the Virginia Tech website!