Founded in 1986, the Game was never about making it big. Until they were. Leveraging their history as the maker of the best-selling collegiate hat in the country, the Game set out to make history again by adding an American made collection of fan apparel to their brand, using American-grown cotton, and helping to create more jobs in the US.


Our strategy was simple. To become fans of their fans. Via a ‘field-to-field’ approach, ZWO developed an on-the-ground collegiate-wide ambassador program within key regions across the US. By arming students who love the Game brand with promotional tools, events, social media campaigns and incentives, not only were we able to employ a relevant workforce, but we were able to move the needle in person, in real time, via an authentic brand voice across all qualified customer touch points in a scalable format.


Increased sales at Ambassador schools, in one year, by over

$1 Million

Selected for the

ESPY Awards

celebrity placement

brand footprints

in bookstores and signage opportunities through meaningful and supportive relationships with store managers

American Thread brand and messaging attracted


Minor League Baseball and the branches of the military


Branding & identity

From naming to identity, The Game’s American Threads branding was born with a lot to say.


Going head-to-head with some of the biggest names in athletic brands meant starting a new kind of conversation. From the field to the frat parties, we targeted campuses across the country and armed students in our ambassador program with everything they needed to hit the ground running in every direction. And it was game on.

In-Store Signage

Through meaningful relationships with the campus bookstores, we secured prime interior real estate for customized signage (and sales).


American Threads wanted in on the American-made conversation so we put them in ESPYS Swag Bags and pitched stories with student publications everywhere. When Made In America Movement picked American Threads clothing as one of their top recommended holiday gift ideas, we knew people were talking.


We supported campus bookstore marketing teams on and offline with branded graphics, ads and continuous in-store promotional opportunities.