The Problem:

• We needed to gather money early in the school year to fund events.

• Our members came from varied cultural backgrounds, and we wanted everyone to feel special while included.

• The previous year’s merchandise led to waste. We needed a better approach.

The Strategy:

We selected golden yellow hoodies that were synonymous with Beyoncé’s viral Coachella performance that year, as many of us were inspired by the HBCU culture represented. The word “Ubuntu,” a Zulu phrase meaning “I am because we are,” was added to the wrist and served as a reminder of collective identity. Each hoodie included optional personalized details, like custom names on the hood and a design on the back, similar to sports jerseys.

I researched peak sales periods on campus by speaking with the bookstore, and found our launch window: club sign-up week.

I created a few hoodie prototypes and tested them with executive members. The response was overwhelmingly positive. I built anticipation with a social media teaser using Beyoncé’s Coachella version of O.T. Genesis’s “Everybody Mad.” The vibe caught on and students were hyped.

We launched two limited preorder windows to create scarcity and eliminate waste.

This strategy included design, social psychology, and community engagement.

The Reviews Are In:

• 100+ hoodies sold, with a membership of just 250.

• Orders came from students, alumni, and even outside the university.

• There was zero leftover inventory, and the following executive team revived the campaign the next year in red.

The hoodie became a symbol. A wearable story of unity and pride.