You know a marketing rollout is serious when movie merch becomes the hottest jacket of 2025. The NAHMIAS × A24 × Timothée Chalamet collab didn’t just promote Marty Supreme, it turned the film into a lifestyle event.
That orange‑or‑blue windbreaker? It launched at a ghost drop in SoHo. No press release. No hype‑countdown. Just “pop‑up truck, come get it if you can” energy. Hundreds queued. By evening, sold out. Blue jacket? Immediately “grail status.”
But the secret sauce wasn’t just scarcity. The street‑cred came from those behind the scenes: Nahmias crafted it with real streetwear DNA, while Chalamet turned up looking like he staged the drop himself, bubblegum‑pink variant and all. It looked less like “movie promo” and more like “fashion drop night.”
No surprise that celebs jumped in — Tom Brady, Kid Cudi, Misty Copeland, Kylie & Kendall Jenner: each one photographed in the jacket. Suddenly “Marty Supreme” wasn’t just a film you’ll watch, but a look you could wear.
Then there’s the marketing theatrics. The Zoom‑call video where Chalamet pitches absurd stunts — orange ping‑pong blimp, painting landmarks, ping‑pong balls raining down on festivals — felt like satire, but also like strategy. Because a few days later, the orange blimp went live. The jokes became billboards; the weird ideas turned real.
What’s the lesson here? In 2025, being the hottest drop means more than casting celeb‑endorsed merch. You need performance. Surprise. Exclusivity. And the guts to make fun of your own hype. Marty Supreme pulled all that off.
Fans aren’t just waiting for the movie drop, many are already wearing the merch, flexing the jacket, playing dress‑up in a world that doesn’t even exist yet in cinema.
And in 2025, that might be the smartest move of all.
