A shot of a man wearing an “Ohio Against the World” shirt in the time of the 2015 Sugar Bowl caused a major increase in the company’s sales.Credit: Screenswarm from ESPN
It all started via a hoodie.
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Clothing company Ohio Against the World acquired its begin as soon as owner Floyd Johnson — aka Floyd From Ohio — wore a hoodie he made himself in downtown Cincinnati one Friday night around 5 years earlier.
It captured people’s attention, so Floyd shelp he started developing more and also more.
Floyd explained the slogan as “a battle cry for the underdog.”
When the Buckeyes were underdogs in the Sugar Bowl against Alabama on Jan. 1, a fan in the stands was shown on the display wearing among OATW’s hoodies after a sack by Ohio State senior protective linemale Michael Bennett.
“The message conveniently spcheck out and also the agency continued to grow. That’s what lugged us right here to this day via the momentum of the OSU game,” Floyd said.
Floyd is a Cincinnati indigenous who wanted to refind to New York, but he couldn’t afford college and also didn’t have actually sufficient suffer for the jobs he wanted, he shelp.
“I stayed in Cincinnati and also continued to develop a brand also,” Floyd shelp. “This was a method for me to show my ability in marketing and also architecture, yet likewise to inspire various other civilization.”
Brand manager James Sutton III said OATW “is about complying with your dreams without having to go outside your residence. It’s about producing chance.”
Opportunity didn’t knock on New Year’s Day, though. It pounded.
“We were surprised,” Sutton said.
“We had actually to be resourceful because it happened on Jan. 1, which is still the holiday, so we couldn’t gain earlier as much as complete operating capacity until Monday (Jan. 5). It impacted our turnroughly time, however we buckled dvery own and gained through it.”
Floyd shelp the brand’s website has actually seen a “dramatic” increase in visitors considering that the game.
The company sells T-shirts, hoodies and hats via the “Ohio Against the World” slogan capitalized and also in bold. Shirts are about $30, hoodies are about $50 and also hats are $40, on average.
The company additionally rolled out a new restricted edition gray and also black hoodie and a scarlet and also gray raglan shirt on Monday to commemoprice the National Championship game.
Their webwebsite background is what Floyd defined as “a curation of artists, musicians, students, adults that we assumed were excellent representations of our brand also — human being that weren’t afraid to live out loud.”
One of the musicians pictured is Cincinnati-based rapper Austin Puckett.
“It’s not simply a apparel brand also, it’s a way of living brand,” Puckett sassist. “I think it will certainly definitely become more than just T-shirts at the minute … the human being that make it are way even more than simply T-shirt makers.”
At the same time, it’s been customer interemainder that’s taken the brand also to brand-new heights.
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“The support has actually grvery own phenomenally,” Floyd said. “But I’m constantly conscious of those that participated and also urged me in my journey.
“Without everyone participating and also purchasing a shirt, I wouldn’t be wright here I am at today.”