I was born into a University of Miami family so growing up during the Hurricanes’ historic run in the 80s and 90s provided many indelible memories. The visual of Miami players stepping off the plane in Arizona ahead of the 1987 Fiesta Bowl head to toe in camouflage has certainly stayed with me, both personally as a fan and now professionally as a brand storyteller. Although the ultimate result didn’t turn out the way Miami fans wanted, the statement and action became legendary. WHAT IF teams owned the plane arrival and moment when players walk down those stairs, first stepping foot in enemy territory? WHAT IF teams used this to build their program brand? The plane arrival certainly gets widespread TV and social media coverage for the national championship, but WHAT IF programs made it a culture moment for EVERY away game? WHAT IF you unveiled your jersey by stepping off the plane in a new look? That would certainly garner media and fan attention and you’ll be able to use that moment moving forward to continue to build your program’s brand. Tease new unveils, build anticipation for the next plane ride and drive eyeballs to the arrival.
