The marketing campaign for “Coming2America,” the upcoming sequel to the classic Eddie Murphy flick, is getting some additional star power by using Nas’s HSTRY brand.
The collaborative effort between the film and the rapper’s brand includes 13 items, ranging from T-shirts and sweatshirts to sweatpants and hats. According to Complex, each item works off of a theme of Africa and royalty, something that obviously comes into play in the movie, which tells the story of a prince from a fictional African country journeying to America to find love.
“I’ve been a huge fan since the original movie came out in 1988,” Nas said, according to Complex. “Our brand HSTRY is all about celebrating history, with an emphasis on Black history, African history and royalty. With this collab, we aimed to capture that royal essence of Zamunda while representing the street style of Queens, N.Y., to the world.”
https://twitter.com/WMG_Wassner/status/1363957987937771521
Any time a merchandise line can capture the spirit of a film through something like a piece of clothing is a real success. For a movie like this, which already has a cult following—but is coming out in a difficult time for movie releases and through a streaming service—it’s doubly important for the marketing campaign to really nail it. Recruiting someone with so much notoriety, like Nas, and using a brand that stands for something so closely tied with the spirit of the film itself, is about as perfect as you can get.
The movie is set for release this Friday, and the collection is already available on HSTRY’s online store, eventually landing in Nordstrom’s New York City location and Nordstrom.com.
