TSJ Collection

Gameday Spirit

Skills: Viral Marketing, Event Marketing, Go-To-Market Strategy, Digital Marketing Strategy

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I was on the court when Terrence Shannon Jr.'s jersey was unveiled, and. . . well, you saw what happened. After two weeks of marketing around TSJ, we didn’t expect that ending—but TSJ and his family embraced it with humor and grace, making it part of a greater story instead. Shannon Jr. summed it up perfectly:

"When life has you upside down, turn it around."

The following morning, we began working with TSJ, his family, and University of Illinois Athletics to create a t-shirt capturing this mindset. Within hours, we had shirts printed and were shooting photos with TSJ. By afternoon, it was live—and the response was overwhelming! The story was picked up by sports news outlets across the country, included ESPN, Sports Illustrated, and The Athletic. Even better, a portion of proceeds are going to the Don Moyer Boys & Girls Club!

It’s a reminder that moments like these are what you make of them! Grateful to be part of a team that moves fast and thinks creatively.

Design Credits:

Tylor Huebner - Merch Design - T-Shirt