LOUISVILLE, Ky. (WDRB) -- The Kentucky Derby Festival unveiled its official poster and merchandising line for 2024 as soon as it rolled off the presses at Louisville's Welch Printing.

KDF poster at Welch Printing

Pictured: an employee at Welch Printing in Louisville, Ky., holds a 2024 Kentucky Derby Festival poster hot off the presses on Feb. 2, 2024. (WDRB/Emily Evans)

This year's poster, titled "Liberated," was designed by Louisville artist Richard Sullivan, who played professional baseball for the Atlanta Braves, according to a news release from the Kentucky Derby Festival. 

Sullivan was raised in Louisville and attended Ballard High School. He attended the Savannah College of Art and Design and played baseball. In 2008, he was drafted by the Atlanta Braves in the 11th round of the MLB Draft.

"Growing up in Louisville, spring was my favorite time of year because of the magic of the Kentucky Derby Festival and the Kentucky Derby," Sullivan said in a written statement. "There's so much celebration, the city feels like it's flying. I wanted to capture that spirit of flight in my artwork by merging the competitive spirit of the thoroughbred with the magic and beauty of the Pegasus."

The watercolor artwork captures the spirit of the Derby Festival through the use of bright colors and the Pegasus, the signature symbol of the Festival. The winged horse of Greek mythology was chosen in 1956 to symbolize the magic, energy and excitement of the Festival's events.

"Richard's use of color in this year's Poster screams spring and his watercolor style adds whimsy to the Festival's Pegasus mascot," said Jennifer Morgan, merchandising manager for KDF. "And with fashion playing a key role in the Derby Festival season, we also can't wait to see our Festival fans soon wearing our festive new merchandise collection out and about in the community."

That merchandise line features more than 100 products, including colorful T-shirts, caps and mugs.

Posters and merchandise are available for purchase online at KDF.org starting Feb. 2. Merchandise will also be available at select Kroger stores and A Taste of Kentucky beginning in March. A 20% discount will be in effect for online orders received through Feb. 9.

The Official Poster retails for $30. Limited Edition of 500 signed and numbered posters retails for $60. Post Card sizes are available for $5. A selection of shirts and giftware items is also available, with prices ranging from $5 to $45.

"Liberated" is the 44th poster in the Festival's poster series, which launched in 1981.

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