(This concept comes from Dave Meluni’s Sports Management class at the University of Syracuse. The students who presented this idea as part of the “Brand Food University Program are: Joao Murray, Josh Eimbinder, Connor Howard, Nina Edmiston, Johan Griffiths, Shehreyar Piracha)
BRAND FOOD UNIVERSITY CHALLENGE:
How can “Upset U” generate media coverage and drive sales using a single piece of merchandise launched at the NCAA tournament
The Golden State Warriors have won the NBA championship 3 out of the last 4 years. An intriguing item has been noted in their celebration, Ski Goggles. Personally, the goggles made me search the internet for their meaning, generating interest and curiosity. And that’s exactly what a small university should look to generate. Ski goggles can have colorful flashy lenses, which can be customized with the school’s colors. The strap is also easily customizable and could have symbols and dates relevant for the University’s history, or even the NCAA tournament’s logo. With their flashy, reflective nature, the goggles would be easily recognized from TV, considering the school’s fans would all be wearing it in their heads. In addition, nicknames such as “goggle gang” or “goggleheads” could be adopted by the fans, creating an identity. Considering the University’s geographical location, the goggles can have different, yet impactful meanings. For schools with famously cold and snowy weathers, the goggles could signify their pride, something in the terms of “our cold makes us stronger.” For schools from mild climates, the goggles could generate even more interest, since ski goggles are not typically from that region. Goggles can be flashy, disruptive, and cheap.