Watch the full documentary: youtu.be/Xn1a51gNUU4 Fitted in Black: How Hip-Hop Fueled the Greatest Rebrand in Sports, presented by New Era Cap®, explores the historic 1990 White Sox rebrand and its swift and authentic entrance into pop culture. Exclusive interviews with Ice Cube, Vic Mensa, Don C, Frank Thomas and more, tell the unique intertwining story of culture, representation and the White Sox.