Miller Lite is showing off a new look with old-school apparel designer Mitchell & Ness.
Miller Lite’s new limited-edition line of wearables debuts Friday, with gear for sports fans who want to combine streetwise fashion with their favorite beer brand.
The line, which features an array of Miller Lite logos and insignias on jerseys, a bomber jacket, sweatshirt, t-shirt and hat, celebrates the return of sports as pro baseball heads into the playoffs.
Philadelphia-based Mitchell & Ness, known for its authentic throwback gear, puts its signature spin on the new collection, which isn’t expected to last long.
“A lot of Mitchell & Ness gear is that traditional throwback sports apparel, but they also have a modern streetwear twist to it that was a natural fit with Miller Lite’s own roots as the Original Light Beer,” says Lauren Cassel, associate marketing manager for Miller Lite. “It’s a mix of the old and new, which helps bring this collection to life in a way that hasn’t been done before.
“As sports fans ourselves, we felt there was no better partner.”
The promotion follows Miller Lite’s inventive Cantenna campaign, in which it offered cord-cutting football fans a way to avoid illegally streaming games – with a beer can that doubles as a digital antenna. Earlier this month, it partnered with Hotels.com to deck out a Michigan lake house in mid-1970s décor.
And it comes as the beer brand continues to own volume gains in the premium light segment, posting annual volume growth of 8.8%, per the latest Nielsen figures, far and away outpacing competitors.
The collection will be available here when it goes live on Friday.