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SBJ/October 9 - 15, 2006/Marketingsponsorship
CLC opens its College Vault further with venture into books
Published October 9, 2006
Collegiate Licensing Co. is going old school with a new twist on the standard coffee-table book.
The brand tries to capitalize on long-forgotten
logos, like this one from Maryland.
Books on Alabama and Georgia football are planned.
“These books take you decade by decade with historical pictures, old postcards, bowl-game invitations, replicas of old programs, pennants and other memorabilia,” said Tim Hawks, CLC’s director of special projects. Some of the memorabilia in the book pulls or slides out.
The Tennessee book is produced by Whitman Publishing and written by Tom Mattingly. Whitman declined to reveal the number of Tennessee books being distributed. Hawks said CLC has a goal of putting out three to five College Vault books a year through 2009.
The idea behind College Vault is to capitalize on the history and tradition surrounding college athletics by taking long-forgotten logos and reproducing them on high-end T-shirts, sweats and hats. CLC’s partner schools dig out the old logos, and style guides are developed for College Vault’s six licensees.
CLC also has partnered with ESPN to run short vignettes during each Saturday’s football programming that focus on an event or player from the past.
Out of the gate, the College Vault brand received a huge boost when actor Matthew McConaughey, a Texas native, wore a Longhorns T-shirt on the sideline at the Rose Bowl.
It wasn’t just any T-shirt; it was a College Vault T-shirt with an old Texas logo, manufactured by pricey jeans maker Chip & Pepper.
Tennessee is the first keepsake book from
College Vault, and others are planned.
“The product is meticulously sourced to produce a higher-quality garment than most collegiate apparel products and thus generate higher retail price points,” Hawks said. “We’re not looking at this as retro or throwback. It is vintage-inspired lifestyle apparel.
“The trendy retro products were jersey-driven. This isn’t about a specific person or a specific sport, it’s about a Michigan T-shirt with a logo from 1920. This is about the college lifestyle and a certain look.”
Hawks said the early returns on College Vault merchandise sales are good. Urban Outfitters, a mall store that sells Chip & Pepper clothing, began selling College Vault products earlier this year and has placed a reorder. Hawks said Urban Outfitters had never before carried college merchandise.
The other College Vault licensee is Winning Streak Sports, which makes pennants.
n John Christie, executive vice president of business operations, has moved out of CLC’s Atlanta office to run the Fort Lauderdale, Fla., office of Collegiate Images, a strategic partner of CLC.
CI represents the licensing rights to copyrighted still images and video footage for 125 colleges, as well as conferences and bowl games. The company serves as a commercial clearinghouse for archival materials that are institutionally owned or controlled.