Southern Made
The University of Southern Mississippi (Southern Miss) wanted to elevate its brand by merging its infectious school spirit with the cultural influence of its alumni. With Hattiesburg’s deep roots in Southern traditions and a passionate Golden Eagles fanbase, there was an opportunity to create a unique merchandise collection that celebrated both the University and its community. Partnering with Adam Doleac—a proud alumnus, former Southern Miss baseball player and rising country music star—provided a chance to connect music, fashion and school pride in a compelling way.
Client: The University of Southern Mississippi
Services Provided: Identity, Naming, Strategy
Opportunity
The University of Southern Mississippi (Southern Miss) wanted to elevate its brand by merging school spirit with the cultural influence of its alumni. With Hattiesburg’s deep roots in Southern traditions and a passionate Golden Eagles fanbase, there was an opportunity to create a unique merchandise collection that celebrated both the university and its community. Partnering with Adam Doleac—a proud alumnus, former Southern Miss baseball player, and rising country music star—provided a chance to connect music, school pride, and fashion in a compelling way.
The Strategy
Southern Miss, in collaboration with its licensing partner CLC and Doleac’s agency, Light Cave Entertainment, developed the “Southern Made” Collection—a co-branded apparel and headwear line inspired by Doleac’s musical success, Southern Miss athletics and Hattiesburg’s rich heritage. The collection incorporated vintage Golden Eagle designs, baseball motifs and nods to the Hub City, blending Southern Miss traditions with Doleac’s signature style.
To generate excitement, the launch included a gameday concert by Doleac to kick off the Spirit Lake Concert Series on September 11, 2021, coinciding with the Golden Eagles’ football game against Grambling State. This event united fans of both Southern Miss and Doleac’s music, creating a memorable platform to unveil the merchandise.
Results
The “Southern Made” Collection created quite a buzz among Southern Miss fans and the Hattiesburg community, showcasing the university’s ability to innovate in the collegiate merchandise space.
A gameday concert attracted both music enthusiasts and sports fans, fostering a strong connection between alumni, students and the broader fanbase.
By blending music and school spirit, the collection set a new benchmark for alumni collaborations with plans to expand the product line through additional future licensees.
The merchandise launch drove sales at Campus Book Mart in Hattiesburg, establishing the collection as a must-have for fans and demonstrating Southern Miss’s reputation for creative brand initiatives.