Michigan State

Since 2015, Michigan State has hosted retail and licensee appreciation events to strengthen relationships with key partners and provide deeper insight into the MSU brand. In 2019, we expanded these efforts by welcoming partners from across the country to our inaugural golf outing.

A video feature developed to highlight the unique collaboration between IMG Fashion, CLC, MSU Licensing, and MSU’s Apparel & Textile Design program. The piece tells the story of a deserving student selected to attend New York Fashion Week, showcasing the impact of cross-industry partnerships in creating real-world opportunities for emerging talent.

This article, published in the November/December 2017 issue of Retail Merchandiser, highlights the evolution and growth of Michigan State University's licensing program. It provides insight into key strategies, partnerships, and the broader impact of collegiate licensing.

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Since 2015, Michigan State University has hosted retail and licensee appreciation events to strengthen relationships with key brand partners and share the story behind the Spartan identity. In January 2017, MSU organized a themed happy hour reception in Las Vegas during the Sports Licensing & Tailgate Show—creating a memorable opportunity for connection, brand education, and celebration.

As featured in the MSU Alumni Magazine, “Calling All Spartans” spotlighted a spirited campaign we developed to promote the wearing of officially licensed Michigan State University apparel. This initiative, launched under the “State Your Loyalty” brand, aimed to educate fans on the importance of purchasing licensed merchandise—ensuring that a portion of every sale supports student scholarships and programming at MSU. Through engaging social media content, in-game videos, and fan-driven storytelling, the campaign celebrated Spartan pride while reinforcing how everyday choices can give back to the university community.

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Featured in the November/December 2016 issue of Retail Merchandiser, this article highlights the strategic licensing program I helped shape at Michigan State University. The piece explores how MSU leverages its iconic Spartan brand to extend school pride beyond campus—transforming everyday merchandise into a powerful tool for storytelling, community building, and student support. From apparel to home goods, each licensed product contributes directly to scholarships and student programming. The article also showcases our innovative marketing efforts, including the “State Your Loyalty” campaign and partnerships with national retailers, which have significantly expanded MSU’s brand presence across the country.

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This integrated marketing campaign and website were developed to educate Michigan State University fans on the value of purchasing officially licensed merchandise. Through engaging storytelling, dynamic visuals, and a clear call to action, the “State Your Loyalty” initiative emphasized how buying licensed gear directly supports MSU student scholarships and programs. The campaign not only strengthened brand integrity but also deepened fan connection by turning everyday purchases into meaningful contributions to the Spartan community.