The most streamed artist in Hip Hop’s OVO (October’s Very Own) brand now has a limited-edition capsule collection with the US and Canada’s marquee soccer league. A clear attempt at bridging the gap between the league’s brand and street culture.
How Drake and MLS teamed up for street apparel
OVO’s signature owl logo will be plastered on the apparel of three MLS teams: Toronto FC, New York City Football Club, and LAFC. Fitting, given the first is his home town, and the others are two of the cities he spends the most time in.
Drake’s love of sports is no secret. The Canadian artist is one of the biggest sports bettors on the planet. He was also delighted when, through FC Barcelona’s Spotify sponsorship, the Spanish giants played October 16th’s El Clsico against Real Madrid with the OVO owl on their jerseys.
The limited MLS merchandise will be plastered on the selected MLS teams’ athleisure garments, such as hoodies, t-shirts, shorts and socks. All featuring the unique owl emblem and its signature font type. The garments, meant to be worn as streetwear, is a clear effort to make MLS more visible in the urban world.