METALLICA has collaborated with Virginia Tech on a new collection of T-shirts and hats. Available just in time for football season, the co-branded items feature designs inspired by the band’s logo and original sketches by Virginia Tech artist Steven White.

It is considered one of the most impressive performances in college football. METALLICA‘S “The Sandman is coming” is a tradition that dates back to August 27, 2000, when Virginia Tech installed its first video scoreboard at Lane Stadium and needed a new entrance song.

“With this co-branding, a nearly 24-year-old dream comes true,” said Heather DucoteSenior Director of Marketing and Brand Management. “We are delighted to continue our collaboration with METALLICAas one of their most popular hits was already Virginia Tech Athletics events as a popular Hokie tradition. And it is a collaboration that mobilized many university departments; the Virginia Tech The sports department, the marketing team, the licensing and trademark office and an artist and doodling expert Steven White are all involved in formalizing the co-branding and developing the merchandise. I can’t wait to see what else this collaboration can achieve.”

The goods are available at retailers such as Linktext Hokie Shop and Hokie Sports Shop.

The T-shirts were released on August 12th during the “Today” Birthday party of the co-host of the show Hoda Kotb ’86, when the HokieBird and other Hokies visited the set and presented Kotb with the co-branded T-shirts and other Virginia Tech Treats.

Renee AlaridDirector of the Office of Licensing and Trademarks, said the collaboration with partner and brand management organization College Licensing Company (CLC),Virginia TechThe agent from facilitated the co-branding.

“The collaboration was very effective,” Alarid said. “It was quite an effort, it took about a year to work everything out and finalize it, and we had to keep it top secret.”

“It took a community and the right team,” she said. “Without CLC, the Original Retro Brand, the sport and the trust of our local retailers, Licensing and Trademarks could not have made this dream a reality. Thank you to everyone who helped us along the way.”

Nicole ArmentroutSenior Vice President of Marketing at CLC, said: “‘The Sandman is Coming’ and the unmatched fan intensity at Lane Stadium is one of the greatest experiences in college sports, and we look forward to working with Virginia Tech to extend this amazing tradition to a tailor-made merchandise collaboration with METALLICA. Our goal is to bring unique experiences and traditions like this to market so passionate Hokie fans can relive and showcase the great moments long after game day.”