The Jacket That Sold Marty Supreme.
The awaited Marty Supreme film was dropped on Christmas Day, but before the audience had even seen the film, one marketing technique had already taken a life of its own. The Marty Supreme Jacket. It’s been spotted across social media, celebrity appearances and many fashion accounts. This bright street-style jacket is instantly recognisable. This windbreaker has become one of the most talked about pieces of movie merchandise. And after all this time it’s still in high demand amongst the public.
Marty Supreme is a recent film starring heartthrob Timothée Chalamet; it follows the New York salesman Marty Mauser in the 1950s as he makes his way into the international table tennis world. This project has attracted attention not only because of the amazing cast but also because of their approach to promotion. Rather than relying on just trailers and posters, this film’s campaign has leaned into humour and amazement. They have set off a Marty Supreme blimp, Marty Supreme themes Wheaties, spoof Zoom calls starring Chalamet pitching unhinged marketing ideas, lighting up the Empire State Building in orange, but this is only to name a few.
The centre of their marketing approach must be the jacket. Designed to feel bold and retro, this jacket reflects the film’s energy. The graphics and striking colour palette make it immediately identifiable. The limited amount also plays a role in the obsession. With no widespread retail sale, the jacket exists only in a space between gifting from his team or in life pop ups in major cities such as New York and London, where Timothée Chalamet himself would make an appearanceFans searching up how to get one, whether through competitions or resale, have only heightened its desirability. These events sold out extremely fast, leading to high resale prices, some as high as £4,000. The exclusivity and access are more often powerful than the product itself.
The jacket’s appeal is also amplified by who has been seen wearing it. Select celebrities and cultural figures have been gifted the jacket as a part of the film’s ‘dream big’ ethos. This campaign’s idea is stemmed from ambition and confidence. The jackets are intentionally gifted to individuals who embody success or start small and achieve success. Turning it into a reward and a signal. Many celebrities have been wearing this statement windbreaker, such as Kylie and Kendall Jenner, Frank Ocean, Tom Brady, Kid Cudi and more influential icons. To own the jacket was a signal of exclusivity, one that not only recognised the film’s ethos but also personally embodied it.
Ultimately, the Marty Supreme jackets have shown how movie marketing has evolved. By not just selling a movie but selling a lifestyle and a whole fashion staple that will be remembered.
Written by Isabelle Haughton
