Oklahoma State University is working with its licensing agency to create a new brand based on the “paddle people,” the Cowboys fans who bang paddles at football games to increase crowd noise.
It was roughly 10 to 15 years ago (school officials aren’t sure) that Oklahoma State students on the front row started bringing orange paddles to the game. They’d beat the paddles against the padded wall and pretty soon the “paddle people” became a signature part of game day in Stillwater.
Recognizing this developing tradition, the school and its agent, Collegiate Licensing Co., began working on a plan to create a line of Oklahoma State merchandise with a distinctive paddle pattern. CLC’s in-house creative team developed a pattern of repeating paddles that can be used on shirts, hats, outerwear and other gift items.
“It’s a matter of taking something unique to the institution and creating a cool brand from that,” said Cory Moss, CLC’s senior vice president and managing director.
CLC worked with Oklahoma State’s Kurtis Mason, who is the school’s director of trademarks and licensing.
The Paddle Pattern Collection is available primarily at the Oklahoma State bookstore and at athletic venues where gear is sold.
CLC has attempted brand development like this before. Moss cited the line of Florida State merchandise that features former coach Bobby Bowden’s trademark hat. He said CLC will continue to look for those types of opportunities.
