Eminem is set to launch an exclusive merchandise line in collaboration with his hometown football team, the Detroit Lions, with releases scheduled for Wednesday. This exciting partnership was officially announced by Eminem on Thursday, followed by the unveiling of product details over the weekend.
The collection features a variety of apparel, including several hoodies and T-shirts, both long and short sleeve. Notable designs include phrases like “From 8 Mile to the Lions Den,” as well as artistic representations such as a Shady hockey mask nestled beneath a Lions helmet, adorned with the phrase “all grit” in graffiti style along with the iconic area code 313. One of the shirts creatively depicts a man’s profile with a Lions hoodie draped over a Lions helmet.
Fans eager to get their hands on the gear can visit Lions Supply, located at Ford Field’s Gate A entrance, where the merchandise will be available from 10 a.m. to 2 p.m. on Wednesday, 10:30 a.m. to 4 p.m. on Thursday, and 10 a.m. to 7:30 p.m. on Friday, while supplies last. To enter the store on Thursday, fans must hold a ticket for the game that evening against the Green Bay Packers, part of the Lions’ annual Thanksgiving Day matchup.
Additionally, fans can shop for the merch at The Trailer, Eminem’s store inside Union Assembly, set to open from 4 p.m. to 10 p.m. on Wednesday and 4 p.m. to 11 p.m. on Friday. Union Assembly is conveniently located at 2131 Woodward Ave., adjacent to the Fillmore Detroit and the Fox Theatre.
For those unable to attend in person, the merchandise will also be available online at shop.detroitlions.com and shop.eminem.com, starting at 10 a.m. on Wednesday.
This collaboration arrives on the heels of Eminem and his manager, Paul Rosenberg, being announced as executive producers for the Lions’ Thanksgiving halftime show through 2027. The show will feature an appearance by Jack White, who was also inducted into the Rock and Roll Hall of Fame alongside Eminem earlier this month.
This partnership not only highlights Eminem’s connection to Detroit but also brings together music and sports in a way that celebrates local culture and fandom.