When it’s done
We surpass our goals, and yours. You’ll get used to it.
University of Tennessee Lady Vols
Brand Creation and Implementation
While it’s surprising now, the University of Tennessee Athletics program once had a significant problem. The Lady Vols had a team driven by the excellence of Coach Pat Summitt, yet couldn’t seem to get the traction necessary to overcome near-empty arenas despite the reality of playing brilliantly. Branded merchandise moved slowly, even among the most loyal fans and women who studied and worked on campus.
We partnered to carefully develop key branding concepts, easing them into a stream of tightly messaged posters, season ticket brochures and trading cards. Playing up Coach Summitt’s reputation for the establishment of women’s basketball as a leading collegiate sport, FMB conceptualized and produced Lady Vols’ media guides across the women’s sports programs – basketball, cross-country, golf, rowing, soccer, softball, swimming & diving, track & field and volleyball.
- Materials received a host of industry awards for being eye-catching, unique, creative and, most importantly, effective.
- The Lady Vols basketball teams remain one of the nation’s most admired and respected athletic brands, playing to packed arenas and with merchandise that sells briskly to fans across the country.
- Other University of Tennessee teams have also grown in support and success, notably softball, volleyball and track & field.