ATLANTA, GA (October 16, 2017)
In an effort to deliver academic enrichment opportunities through collegiate licensing, IMG College Licensing leveraged the resources of IMG Fashion to provide a one-of-a-kind student experience at the Fall 2017 New York Fashion Week.
IMG College Licensing's Collegiate Experience at NYFW: The Shows arose from a brainstorming session with TCU Athletics to determine the execution of Rock Your Colors, our spring national marketing campaign, which featured an online sweepstakes for a VIP experience at NYFW: The Shows. The idea was born to create a contest for TCU fashion design students, with the winner receiving a similar prize package.
IMG College Licensing then offered the NYFW: The Shows Collegiate Experience to other partner institutions with fashion academic programs. Michigan State, Texas A&M, Cincinnati, South Carolina and Missouri all chose to invest in the student development opportunity.
"We always strive to be the best partners we can be, and part of that is leveraging the resources we have available through IMG to deliver unique educational opportunities and once-in-a-lifetime experiences for students, alumni, and fans,” said Cory Moss, SVP and Managing Director of IMG College Licensing. “Our goal is to help elevate our partners’ licensing programs so they can provide these programs and benefits to their campus beyond what a traditional licensing program can provide.”
The Collegiate Experience at NYFW: The Shows included a full day of activities, where the students brushed shoulders with some of the biggest names in the fashion industry. The students were given access to a variety of partner experiences, including Reebok and TRESemme. The students were also granted access to second-row seating to the Toaray Wang show, followed by a group tour of The Shop, which is a pop-up shopping experience that featured t-shirt designs promoting self confidence that were created by top designers and sold to benefit UNICEF. The students also took part in a one-hour industry panel, led by three leaders of IMG Fashion. The day concluded with a backstage tour, where students walked down the runway into the backstage area where the beauty crews are located throughout shows.
“Partnerships like ours and the ability to impact students’ lives and help them along their chosen career paths make what we do on a daily basis so rewarding,” said Drew Martin, TCU associate athletics director for Marketing and Licensing. “I am excited to see this relationship with fashion merchandising grow and bring more opportunities to engage our talented TCU students in the fashion merchandise industry, including collegiate licensing.”
For more information on individual campus experiences, you can find stories from the students that participated at TCU
, Michigan State
, and South Carolina
IMG is a global leader in sports, events, media and fashion, operating in more than 30 countries. The company represents and manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is one of the largest independent producers and distributors of sports media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions.