Who started it: Jay-Z
Circa: Early 2000s

If you needed more proof that Hov wasn't lying when he said he "made the Yankee hat more famous than a Yankee can" look no further than in 2010, when Jay-Z branded Yankee gear was sold in Yankee stadium. Rocawear followed that up in 2012 with another co-branded collaboration. When Jay-Z is moving more gear in Yankee Stadium than Jeter... well, you know how the lyric goes: "Men lie, women lie, numbers don't."