THE CHALLENGE
Faherty Brand launched its first licensed collegiate apparel collection and needed a national platform that would authentically introduce the product inside the culture of college football, not just inside bookstores. An activation that could transform licensing into a lived brand experience.

THE STRATEGY
GSE transformed Faherty’s collegiate licensing launch into a national experiential platform. Rather than rely on static sponsorship placements, the approach centered on embedding the brand directly into marquee college football culture.

The objective was to create a physical, immersive touchpoint that connected lifestyle positioning with retail conversion, integrating campus activation with bookstore and online distribution.

THE EXECUTION
The strategy came to life through a 12-week national tailgate tour anchored by a custom Faherty Beach House Trailer, purpose-built as a mobile retail and storytelling environment. GSE led end-to-end operations across 12 universities, managing tour logistics, campus coordination, on-site build and staffing, licensing compliance, and retail integration.

Each stop was timed to high-traffic football weekends, ensuring disciplined execution at scale while maintaining brand
consistency across every market

THE RESULTS
By embedding Faherty directly into the culture of college football, the tour transformed licensing into measurable brand momentum, digital amplification and retail conversion.

PROGRAM RESULTS
• 12 Universities Activated
• 15,000 Students Reached
• 90% Sell Through & Renewal rate
• 400% increase in social engagement
• 2+ Million Campaign Impressions