Just hours before Jake Arrieta took to the mound against the Cincinnati Red and threw his second career no-hitter, he announced a new endorsement deal with menswear startup Mizzen+Main.
The fashion house wasted no time in incorporating Arrieta’s historic feat with their marketing campaign.
Arrieta struck out six Reds batters during the Cubs’ 16-0 victory, marking the second time in the last 12 months that he’s held an opposing lineup hitless.
His first piece of history was quickly incorporated into a campaign called “Step Your Game Up.”
Both the endorsement deal and the marketing campaign were months in the making by the time Arrieta took the mound on Thursday. But Mizzen+Main, a growing startup at a crucial stage of growth, couldn’t have asked for a better way to launch the campaign.
The brand immediately dressed Arrieta up in its clothing and used the slogan, “No-Hitter, No Sweat” to kick off the campaign.
— Mizzen+Main (@MizzenAndMain) April 22, 2016
As of Friday, the advertisement was one of the most popular social media posts in Mizzen+Main’s history based on social media transactions.
The company, which markets its very breathable dress shirts, also signed Houston Texans star J.J. Watt. He was awarded an undisclosed equity stake in the company.
In early April, Mizzen+Main announced it had secured $3 million in funding to help with future growth initiatives.