Who Is Marty Supreme? Viral Sensation’s Bold Move Shakes Up the Internet Overnight

Timothée Chalamet’s upcoming A24 film “Marty Supreme” has leap-frogged the usual promo cycle to become a full-blown fashion and pop-culture moment. Central to the frenzy is a retro wind-breaker co-designed by Chalamet, stylist Taylor McNeill and California label Nahmias. The limited-edition jacket, released for $250 in blue, orange, red and black, vanished instantly online and at a Lower East Side pop-up before flipping on Grailed for as much as $4,000. What looks like merch is actually the backbone of an elaborate narrative campaign engineered by Josh Safdie (director), A24 and Chalamet himself. In the past three weeks fans have trailed a citrus-orange blimp over Los Angeles, decoded an 18-minute faux Zoom “training” video and queued around city blocks for a glimpse of Chalamet flanked by ping-pong-masked bodyguards. Celebrities—from Tom Brady and Kid Cudi to Misty Copeland—have surfaced on social feeds wearing the jacket, turning the phrase “Marty Supreme” into a viral fashion hashtag. Designer Doni Nahmias calls the piece “a ticket into Marty-mania,” hinting that T-shirts, hoodies and track pants are queued up next. Resale platforms are already bracing for price spikes reminiscent of Chalamet’s “Dune” popcorn bucket moment, while street-style forecasters peg the wind-breaker as 2025’s defining drop. The film itself—loosely inspired by table-tennis legend Marty Reisman—doesn’t hit theaters until Christmas Day, but industry trackers say the stitched-on stars and block lettering have done what trailers alone rarely can: turn a niche sports biopic into mainstream must-see culture. With A24’s reputation for collectible props and Chalamet’s zeal for immersive promo, expect more headline-grabbing antics—and skyrocketing aftermarket prices—before opening weekend arrives.