Typically, a copy of the New York Post, a New York City tabloid newspaper, can be purchased for USD 1.5. This Monday’s paper is selling for USD 9 to USD 20 on eBay. What makes the August 13th edition so special is the front page wrap-around ad for cult favorite fashion brand Supreme. It is the first time ever that the paper, founded by Alexander Hamilton and currently owned by Rupert Murdoch, featured this type of advertisement.
Since Supreme was founded in 1994, the brand has moved from being a cult classic to a mainstream obsession. They are valued currently at USD 1 Billion after receiving USD 500 Million cash from The Carlyle Group in 2017. They often feature eccentric and unorthodox items in their collections, such as a brick, fire extinguisher and crowbar with the Supreme logo, all of which had people camped out at their stores waiting to buy the new release, particularly in their flagship store in SoHo. Last year, Supreme had another unlikely partnership with a New York City mainstay—the MTA. They released MetroCards featuring the Supreme brand logo. New York Post’s publisher, Jesse Angelo, said “we knew that this would be a collector’s item,” adding that “Supreme is such a cool brand and we have so much affinity, to the design kinship of the logos, to being bold, and never shy, and New York-based.”
Back in April, Supreme approached the New York Post requesting “original, never-before-seen, creative ideas” for a potential partnership opportunity. “They said that when they’re looking to do collaborations, that they really want authentic brand partners,” Shannon Toumey, the Vice President of Marketing and Branded Content Strategy at The Post, said “they thought we were an authentic voice of New York.”