How did Reggie Jackson go from superstar to icon? Why did Joe DiMaggio's nickname change from "Deadpan Joe" to "Joltin' Joe"? How did Seinfeld affect public perception of George Steinbrenner? The New York Yankees' dominance on the baseball diamond has been lauded, analyzed and chronicled. Yet the team's broader impact on popular culture has been largely overlooked--until now. From Ruth's called shot to the Reggie! candy bar, this collection of new essays offers untold histories, new interpretations and fresh analyses of baseball's most successful franchise. Contributors explore the Yankee mystique in film, television, theater, music and advertising.