Metallica and Virginia Tech Rock Out to "Enter Sandman" Apparel Collection

Designs are co-branded and include Virginia Tech trademarks, graphics by university artist Steve White, and familiar elements of Metallica and their legendary song.

The Tradition of Virginia Teach playing the “Enter Sandman” song goes all the way back to the year 2000. The song has been the main soundtrack for the football team’s pregame high energy video. Over the years, players, students, and fans have become huge followers of this tradition. Original Retro Brand is the licensee for the project and the merchandise aims to have the feel of vintage rock music merch.

The tradition at Virginia Tech actually started on accident when the song was introduced soon after new videoboards where installed at Lane Stadium. However, the song was quick to catch on with fans and the tradition is now thought to be the most powerful college football gameday introductions. Currently, when the song plays, it is always partnered with firworks and other visual displays.

“There is absolutely nothing like the experience of “Enter Sandman” on a game day in Blacksburg, and our fans have been wanting product honoring this tradition for years,” said Renee Alarid, Director of Brand Management and Trademark Licensing, Virginia Tech. “We are thrilled to work with Metallica and our licensing partners to deliver this specially curated collection to our passionate Hokies fans.” 

The Collection known as Virginia Tech x Metallica, was created by Virginia Tech and Collegiate Licensing Company, a collegiate trademark licensing company and exclusive licensing partner of Virginia Tech. With its rich industry relationships, Collegiate Licensing Company was able to reach the band and make the deal come together.

“Enter Sandman and the unmatched fan intensity at Lane Stadium is one of the great experiences in college sports, and we’re excited to collaborate with Virginia Tech to expand this amazing tradition to a customized merchandise collaboration with Metallica,” said Nicole Armentrout, CLC’s SVP of Marketing. “Our goal is to help bring unique experiences and traditions like this one into the marketplace so that passionate Hokie fans can relive and showcase the great moments well beyond game day.”

Where can you find the Virgina Tech x Metallica collection? Find it for sale at the Virginia Tech bookstore, the Hokie Sports Shop, the Hokie Shop, Alumni Hall, Campus Emporium, and Dick’s Sporting Goods.

You will also find the collection for sale at unique pop-up shop formats, lead by Original Retro Brand and its trendy Airstream trailer. Mark your calendars for September 6th for the first pop-up occuring at College Avenue near Lyric. If you can’t make the 6th, then plan for September 7th happeing at Hokie Village before the football season opener versus Marshall.

“This merchandise collaboration is a testament to the powerful connection between music, sports, and fashion, and we’re beyond excited to be help deliver it,” Rob Johnson, Vice President, Original Retro Brand. “By blending Metallica’s iconic imagery with Virginia Tech’s storied athletic tradition, we are creating something truly unique that resonates with fans on multiple levels.”