FAU doesn’t have an on-campus football stadium yet. But on a weekday in April there wouldn’t be a game to dress up for anyway. Yet, FAU students all over campus are wearing their FAU gear in greater numbers than ever before.
The new wave of outward support is in direct response to an attractive, redesigned Owls logo and the success of FAU’s athletic teams – specifically Howard Schnellenberger’s football team, champions of the Sun Belt Conference and the New Orleans Bowl.
The styles and fashions are varied, but the theme is the same. FAU Owls merchandise is more abundant on campus now than at any other time in university history.
“I have seen an increase,” said Bill Rinaldi, who has worked at FAU’s Owl Card Center for 17 years. “As much as I’d like [it] to? No.”
Rinaldi laments seeing FAU students that wear the other teams’ colors and logos. “I wish I wasn’t seeing as much apparel from other universities. When I see ‘UF’ or ‘Gators’ on a shirt, I want to rip it off.”
Students, alumni, parents and sports fans stock up on Owls merchandise at the Barnes and Noble-owned bookstores on the various FAU campuses, the Owl Gear FAU Logo Shoppe in the Boca Raton Student Union, and the new Owl Store inside the recently renovated FAU Arena.
“Every fall rush is even bigger than the one before. Sports specific T-shirts go real fast. There is a lot of variety and so many different styles,” said senior Aimee Clough, who has worked in the bookstore for five years and the Owl Gear store since it opened in 2007.
The Owl Gear store is a frequent stop for new students during freshman orientation each year. In addition to new students stocking up on spirit items, there’s now New Orleans Bowl and Sun Belt championship commemorative gear.
“When the kids come for orientation they go to the logo store with their parents. They are all hyped to come to FAU,” Rinaldi said.
However, gearing up can be an expensive proposition. At the Boca Raton campus bookstore an Under Armour FAU collared shirt costs $59.98. Replica basketball and football jerseys cost $49.98. A Nike long-sleeve collared shirt will set you back $79.98. FAU spirit T-shirts cost $17.98. Less expensive novelty items include things like license plate frames, coffee mugs and lanyards which cost $3.98.
“The merchandise is way too expensive,” said sophomore Devin Burke. “I would buy a shit-load of it if it were cheaper. I like the logo and I like representing my school, so I wear the free ones that they give away at games.”
The athletic department has done its best to market its teams, often giving away T-shirts and other items and games. One of the most popular FAU marketing ploys is the ongoing “Bury The Burrow in Red” series. The Burrow is FAU Arena, home of volleyball and men’s and women’s basketball teams. The team attempts to “Bury the Burrow” for rivalry games against Florida International University.
The new Owls logo was redesigned in time for the 2005-06 school year in a multimillion dollar university-wide branding effort. However, the new mark’s finest moment may have come during the coverage of the Republican Party’s presidential primary debate that was held on the FAU Boca Raton campus in January. As MSNBC’s Chris Matthews anchored post-debate analysis outside the Student Union, enthusiastic FAU students waved Owl decals in the background. A snippet of that scene continues to air on MSNBC commercials.
Also in January, Owls merchandise sales reached an all-time high with a 21 percent increase in licensing revenue in the first six months of the 2007-08 fiscal year. Following the football team’s Sun Belt Conference and New Orleans Bowl championships, merchandise sales increased by 208 percent on the FAU athletics Web site. Sales in January were more than half of any previous year’s annual sales. The bookstore sold out of its initial order of Sun Belt championship T-Shirts immediately.
“We began the 2007 academic year with more product placement than in years past, and as the season began to take shape, the merchandise began to move and move quickly after the conference title game, and then the New Orleans Bowl victory,” said Dexter LaMont, FAU’s assistant athletic director for marketing and licensing.
Aside from campus store locations and fausports.com, FAU apparel can currently be found at Lids, Champs Sports and The Sports Authority stores in malls in Palm Beach, Broward and Dade counties. Additionally, less expensive shirts are sold at seven Walgreens stores in the Boca Raton area.
While it may take a lot more time for FAU’s Owls to reach a level of visibility even approaching the more established universities in Florida, the appeal of FAU is increasing each year. In seven short seasons, coach Howard Schnellenberger’s football team has already risen to heights many didn’t think possible.
In the past year, FAU has reached section 1A of the Sun-Sentinel and Palm Beach Post several times for sports, the primary debate, and the fifth anniversary of the hiring of President Frank T. Brogan.
While reaching the front page increases FAU’s awareness, successful sports teams are what sell. As FAU football looks to defend its Sun Belt title next season it will do so in the most anticipated and highly-watched campaign in FAU sports history. The athletic department hired the Leffler Agency in July 2007 to help increase advertising exposure around South Florida.
“Much like all the pieces coming together for a championship team, the puzzle has begun to take shape in the FAU merchandise area,” LaMont said. “Our number one goal is to increase ticket sales while branding the university name and the Leffler Agency has a great track record of success.”
Get Your Owl Gear
On campus: The Boca campus bookstore and the logo shop inside the Student Union sell novelty items like lanyards, coffee mugs, flip-flops and license plate frames starting at $3.98, and both stores offer replica basketball and football jerseys for $49.98. The highest-ticketed item is a Nike long-sleeve collared Owl shirt for $79.98.
On the Web: FAU’s athletic online store, www.fausports.com, offers a wide selection of clothing for men, women and replica team gear. You can also purchase gift certificates.
Around town: FAU apparel can currently be found at Lids, Champs Sports and Sports Authority stores in malls in Palm Beach, Broward and Dade counties. Less expensive Owl shirts are sold at seven Walgreens locations around the Boca campus.
