Highsnobiety

Why is everyone so obsessed with merch? You might find the answer in one of the 200 brand collaborations for the upcoming Space Jam: A New Legacy film.

25 years after Micheal Jordan first teamed up with the Looney Tunes, the long-awaited Space Jam sequel is finally going to hit theaters on July 16. Like any big release these days, the film comes with a slew of merch. The original 1996 film, which earned over $230 million worldwide, set the standard with merchandising bringing in more than $1 billion.

Instead of taking a page out of the original's merchandising book, it appears A New Legacy has gone ahead and written a whole new chapter. Warner Media's consumer products division has gone all-in on merchandising, partnering with more than 200 brands globally, from Nike to Tommy Hilfiger.

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“The original movie was the first of its kind where we saw sports, entertainment, music, and digital technology come together in such an innovative way. It was certainly a defining moment in the ’90s, but even today the movie is a cult classic that people of all ages enjoy,” Hilfiger told WWD, who is releasing a Looney Tunes x Tommy Jeans capsule this summer.

Meanwhile, Nike plans to release Lebron James' shoes from the film, as well as an apparel collection; Converse will also unveil its own styles at a press conference on June 2. There will even be Space Jam: A New Legacy Crocs and swimwear by Vilebrequin.

With memorabilia nostalgia over the original film still persisting to this day, it's very clear the studio hopes to cash in on the hype the second time around too. So if you get Space Jam fatigue this summer, you now know why.

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