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Who said that sports cannot be fashionable and that fan-wear in the sport market should only be presented in a traditional style? The intention of my final thesis project is to establish a company, Jerry s Design Studio (JDS), to create a new brand called Jerry s Dugout with original and innovative designs to provide a new look for fan-wear for Major League Baseball fans. The position of JDS will to begin as a wholesaler and apply for the Major League Baseball license to be a licensee in order to forge the alliance with MLB to gain admittance into their vendor matrix. In addition, MLB is a well-known sports organization of American professional baseball teams and players with a global fan base, and fans will recognize Jerry s Dugout as one of their authorized brands.

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Jerry J. Cheng, Master of Fine Arts, Major in Fashion Merchandising at Academy of Art University, San Francisco, California

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