Using custom apparel to raise awareness for social movements has become an increasingly popular trend. From, “Legalize Gay” shirts, to Trump’s, “Make America Great Again”, and even the pro-veggie, “Kale” tee, printed t-shirts are clearly an effective way to share your beliefs.
Rewinding almost 30 years back, we find a classic story of the incredible power of the custom t-shirt. The topic of ESPN Films’ recent installment, “Catholics vs. Convicts”, tells the tale of a bitter national rivalry between the University of Notre Dame and The University of Miami.
In 1998, the Miami Hurricanes were changing the culture of college football and had quickly earned a bad-boy reputation by taunting and dancing their way to a perfect season in the year prior.
Ronald Reagan with the University of Miami football team, 1988.
In 1988, a decade had passed since Notre Dame University Catholics had last won the national championship, but the tides were turning, and the Fighting Irish were winning game after game.
The stark contrast between the storied Catholic school of Notre Dame and the rowdy University of Miami newcomers led to the perfect recipe for marketing success.
Pat Walsh, a cash-strapped college student, was first to seize the moment. Along with Joe Frederick, the infamous catchphrase, “Catholics vs Convicts” was birthed. Walsh marketed and sold the shirts on campus, and they were an instant success.
Soon, Walsh was selling thousands of the notorious t-shirts to fans everywhere, months before the game even started. As the match between Notre Dame and Miami approached, both teams were still undefeated.
The t-shirts spurred massive hype for the game, and Walsh managed to sell hundreds of garments on game day. By day’s end, Notre Dame narrowly won by a single point, 31-30.
A Winning Idea
It’s amazing how good timing, wit, and dedication can lead to massive success. Today, the shirt industry is a little different – and thankfully for the better. Physical selling isn’t the only method of transaction, and on-demand fulfillment ensures that your selling is risk-free. But one thing has not changed, a great custom t-shirt design can be a powerful force.
