BLACKSBURG, Va. – Update:
This year, while Hokie fans pile into Lane Stadium when they start jumping, they will be wearing Hokie gear repping their favorite song.
Before almost every Virginia Tech sporting event, many fans know they are going to be jumping to Enter Sandman by Metallica.
But for 24 years, the school has never collaborated directly with the band for Hokie gear. Now, leaders with the school said this has been a long time coming and they couldn’t be more excited.
“It’s really a win-win,” said Mark Owczarski, spokesperson for Virginia Tech. “It’s a great song, and it’s a great sense of our spirit, and so now we have the ability to share and to show that all year round.”
Merchandise is already on sale for folks.
Before the first home game, to celebrate this and the start of the season, the school is hosting a block party in downtown Blacksburg. There will be plenty of Virginia Tech-Metallica Hokie gear there.
Original Story:
Start jumping, Hokie Nation! Virginia Tech has announced a collaboration with Metallica, unveiling a new collection of co-branded T-shirts and hats just in time for the football season.
The merchandise features designs inspired by the band’s logo and original sketches by Virginia Tech artist Steven White.
The collaboration is a nod to a two-decade-long tradition of the university using Metallica’s “Enter Sandman” as their walkout song during football games.
“This partnership makes a dream of nearly 24 years come true,” said Heather Ducote, senior director of marketing and brand management. “We’re excited to formalize our partnership with Metallica, since one of their most popular hits is already embraced at Virginia Tech athletics events as a beloved Hokie tradition. And it’s a partnership that mobilized many university departments; the Virginia Tech Athletics Department, the marketing team, the Office of Licensing and Trademarks, and artist and doodle expert Steven White are all involved in formalizing the partnership and creating the merchandise. I can’t wait to see what else this partnership can achieve.”
Merchandise is now available for sale at the Hokie Shop, the Hokie Sports Shop and the Metallica website.