After decades of never claiming the label, rap icon Eminem is finally embracing the title of “White Rapper” after announcing on Monday (July 8) that he is teaming up with the American fast-food chain White Castle for a promotional campaign tied to the release of his upcoming album.

The collab comes as the ‘Houdini‘ rapper gears up to release his 12th studio album, ‘The Death of Slim Shady (Coup De Grâce)’ debuting on July 12.

This creative team-up is on brand for the Detroit rapper.

To kick off this promotion, a post featuring the limited-run EMINEM X WHITE CASTLE merch line was released, and the fans of both the rapper and the fast-food chain expressed their excitement in the comment section.

“I lowkey need this. Thanks, Eminem & White Castle (sic),” one fan wrote.

The promotional post showcases an array of exclusive merchandise, blending Eminem’s simple style with White Castle’s iconic branding.

Merch items include white castle-themed trucker caps and T-shirts with the slogan “Buy ’em by the Sack” printed on the front and back.

Eminem, who has often resisted being boxed into the “White Rapper” category, appears to accepting the term with a tongue-in-cheek approach.

While fans eagerly await the album release on Friday, Eminem dropped the music video for his song ‘Tobey’ featuring Big Sean and BabyTron, already garnering 5.5 million views.

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