February 28, 2011
The Joe DiMaggio name has entered the world of consumerism, striking a multi-million dollar deal to produce a variety of products bearing the American sporting legend’s name.
The estate of the former “Yankee Clipper” has agreed to put his name on various merchandise to commemorate the 70th Anniversary of DiMaggio’s 56 game hitting streak – one of the longest-lasting records in sport. The range will initially include bats and T-shirts but will aim to expand into men’s clothing and accessories, even branching out to food and fragrances in the future.
DiMaggio’s long-time friend and lawyer, Morris Engelberg, was entrusted with the estate, and says that he waited so long to make a deal because he was asked by Joe on his death bed to protect his name. Engelberg will serve as counsel for the licensing and will ensure that the DiMaggio brand name is protected and portrayed in a way that will preserve his legacy. This news comes soon after the treasurers of DiMaggio’s former wife, Marilyn Monroe’s estate secured a $50 million deal in January, to release a range of products such as lingerie, handbags and even curling irons. However, Moda Licensing, the firm that have acquired the estate of Joe DiMaggio, are remaining more tight-lipped about the money involved in the deal, only stating “millions and millions”.