Lil Baby, Tom Brady and DJ Khaled Join 'Merch Madness' with Fanatics

'Merch Madness,' is the newest original single and music video from Lil Baby created in partnership with VaynerMedia and Fanatics.

Created to celebrate Fanatics’ Global Volunteer Day in June, the video followed Lil Baby as he participated alongside the likes of Tom Brady, Eli Manning, Meek Mill, Joel Embiid, DJ Khaled, and more to give away more than 300,000 pieces of licensed apparel to over 100,000 underserved youth and their families in nearly 100 locations across the US.

Recapping this experience, the video was produced by VaynerX’s Eva Nosidam and Richie Souf.

No stranger to philanthropy, Lil Baby is giving away all royalties from the single to charity. And, he continues to be one of the most community-minded rappers in the game. Previously the Atlanta native refurbished deteriorated basketball courts, gave out 200 bikes to children and teenagers in need, gave away 2,000 winter coats, set up scholarships to deserving high school kids, and provided a whole Footlocker store of shoes to those in need. In 2020 the Grammy-winner gave away the millions he earned from the proceeds of his single 'The Bigger Picture' to charity.

Says Gary Vaynerchuk, CEO of VaynerMedia: We’re thrilled to launch our first campaign with Fanatics, bringing cultural awareness to consumers by working with Lil Baby, and creating an ad that doesn’t look or feel like one.

This is the first campaign created between Fanatics and VaynerMedia, since the agency was awarded the business in March. VaynerMedia serves as Fanatics’ Creative AOR.