Captain Morgan joins the merch game with NFLer Victor Cruz & KidSuper for Super Bowl LIX
The collab between the Super Bowl champion and creative label KidSuper marks a fresh chapter for Captain Morgan, known more for cocktails than crewnecks – until now.
As the countdown to Super Bowl LIX on February 9 begins, Captain Morgan is making a bold play with its first-ever merchandise drop.
Diageo’s beloved rum brand has teamed up with former New York Giants star Victor Cruz and NYC-based creative label KidSuper for a collaboration that blends fashion, football and fun. The merch release is part of Captain Morgan’s ongoing ‘Follow the Captain’ program, a scavenger hunt that combines real-world events with social media buzz to reward consumers 21 and older with exclusive prizes.
The limited-edition piece – a cream-colored crewneck designed by Cruz and KidSuper founder Colm Dillane – showcases a playful, retro-inspired sailor illustration on the back, paired with the cheeky phrase “The Captain’s Salsa Club.” The design nods to Dillane’s eclectic aesthetic while channeling Cruz’s flair for style.
“We’re always on the lookout for new ways to serve up the unexpected,” added Anne Nosko, vice-president of Captain Morgan. “As the Original Spiced Rum, we brought together our own crew - complete with an NFL legend and an iconic NYC brand - to create something that inspires you and your crew to infuse every moment with fun and spark the adventure of a lifetime.”
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The collection drops November 22 on KidSuper.com, where fans can snag it before it sells out. Missed out? Captain Morgan has another trick up its sleeve – fans over 21 can visit FollowTheCaptain.com for a shot at winning the merch.
“Off the field, fashion has always been one of my biggest passions and after working with Captain Morgan for several years, I knew I had to be part of their first-ever merch drop,” added Cruz. “When I found out Colm and the KidSuper brand was joining the crew, I knew we were cooking up something special. I want everyone who wears this Crewneck to feel like they’re part of our crew too, sharing in the adventure that brings us all together.”
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The campaign’s NYC launch, put on by the creative agency NVE, was as grand as its collaborators, with a giant shipping container stationed at a bustling commuter hub. Cruz and Dillane revealed the exclusive design inside, giving passersby a sneak peek of the drop.
“I like to push boundaries and take risks, and this collab with Captain Morgan does just that, with a bit of playfulness, too,” added Dillane. “We’re all about bringing crews together for the fun of it, and getting to work with Victor, a legend in his own right, made this project extra special.”
In a press release, Captain Morgan promises that the adventure won’t stop here. With Super Bowl LIX just around the corner, fans can expect more surprises –perhaps even something brewing on “the most famous street in New Orleans.”
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