OU ATHLETICS
SERVICES
Logo Design
Motion Design
Copywriting
Merchandise
Graphic Design Production
Video Production
WORK TIMEFRAME
9/2022 - 9/24
NAME, IMAGE, LIKENESS (NIL)
The "Fly Your Flag" campaign for OU Athletics NIL is a confident declaration, showcasing Oklahoma's pride in celebrating the remarkable achievements of its student athletes, fans, and alumni both on and off the field.
Rally Department developed the new brand campaign for OU, encompassing a primary logo, brand positioning, and engaging content. This comprehensive approach aims to inform and educate student-athletes, personnel, and fans about the exciting new NIL (Name, Image, Likeness) opportunities.
College athletics has gone through seismic changes in the last few years, as student athletes have gained the right to monetize their name, image and likeness (NIL) for money. The significance of personal branding for student-athletes cannot be overstated.
This new outlet of financial impact with student-athletes has confused the average fan on a number of fronts, including what is legal, how athletes benefit, where the money goes and how NIL programs tie into traditional athletics departments.
OU wanted to announce its own NIL initiative brand position, educate fans and solidify its hold as a premier destination for top student-athletes in pursuit of championship excellence.
THE CHALLENGE
THE DEVELOPMENT
To spearhead the campaign, we coined the name “Fly Your Flag”, a nod to the tradition of OU players parading a giant crimson and cream flag inside the Cotton Bowl after numerous victories of rival Texas. This action embodies the spirit of what it means to be a Sooner, proudly showing personality, grit, spirit and a never quit attitude.
Our creative team traveled to Norman for a two day shoot to capture the essence of OU athletics through sit down interviews with Athletic Director Joe Castiglione, multiple head coaches and star student-athletes. Each shared their empowering journeys with NIL, highlighting how it builds confidence on and off the field and how OU is a leader in supporting athletes as they pursued NIL.
OU introduced "Fly Your Flag" to 85,000 fans inside a sold out Memorial Stadium against rival Oklahoma State. Our brand led the theme of the newly produced microsite, support with a new social media channel, SoonerSports.com video features and more. We also concepted activation ideas to provide a touchpoint for education and donation for fans to engage with.
