Eminem Teams With NERDS Clothing for Original Video Game, New Streetwear Collab Out of New York Comic Con (EXCLUSIVE)

Eminem is teaming up with NERDS Clothing for an exclusive merchandise drop tied to New York Comic Con, and the partnership will double as the rollout for a brand-new video game. NERDS, a streetwear label that leans heavily into pop culture, will bring the collection to NYCC next week. Attendees can expect original NERDS-designed artwork, most notably a 16-bit-style Eminem illustration, alongside limited apparel and collectibles, a run of hand-embellished arcade cabinets made with New York artist Danny Cortes, and the first look at a game called “Marshall’s Massacre.”

The collection will be sold in very small quantities at the NERDS booth, #3253, throughout New York Comic Con, which takes place Oct. 8-11 at the Javits Convention Center in Manhattan. Cortes is producing a limited set of hand-embellished arcade cabinets built around NERDS’ original 16-bit Eminem artwork, and those units will be displayed at the booth. The collaboration also introduces “Marshall’s Massacre,” a title created specifically for the Eminem-NERDS project by Fan Arcade, a company known for building interactive gaming experiences for major artists, entertainment properties, and brands. The game can be played at marshallsmassacre.com.

For the hip-hop world, the Eminem-NERDS link-up represents an unusual step into New York Comic Con, a gathering historically dominated by comics, television, film, and video games rather than music culture. NERDS, founded in 2011, has worked to connect streetwear with geek culture through tie-ins involving “Street Fighter,” “Sonic the Hedgehog,” “Astro Boy,” WWE, and the NBA. More unannounced projects are said to be in development. The move also fits a broader pattern of musicians showing up at fan conventions to reach crossover audiences; in recent years, artists including Lil Nas X and Kid Cudi have used gaming and anime-adjacent partnerships to tap into similar fan bases. One industry observer, speaking on condition of anonymity, put it this way: “Conventions like NYCC have become the new frontier for musicians who want to meet fans where their pop-culture passions already live.”

“If you had told me that a spontaneous idea to start NERDS would eventually lead to a collaboration with the biggest hip-hop artist in the world, I wouldn’t have believed it,” said Eric Medina, CEO of NERDS Clothing. “I’m thrilled to have this chance and to share my creativity and passion with the Shady Records team. I’m truly proud of what we’ve managed to build around this.” Eminem, born Marshall Mathers, remains one of the best-selling music artists in history, with albums such as “The Marshall Mathers LP” and “The Eminem Show” cementing his worldwide influence. Shady Records, the label he founded with manager Paul Rosenberg in 1999, has been home to acts including 50 Cent and D12.