Case Study: Raising Awareness with Future Students
Founded in 1701, Yale is the third-oldest institution of higher education in the United States and one of the nine Colonial Colleges chartered before the American Revolution. Yale’s mark on society is indisputable, having, among its illustrious alumni, 61 Nobel laureates, 5 Fields Medallists, 3 Turing award winners, 5 U.S. Presidents and 19 U.S. Supreme Court Justices.
The Brief
Yale resourced Licensing Matters in a multi-year project to raise the university’s profile and to introduce the collegiate culture with youth across Greater China, Southeast Asia, Australia and New Zealand.
An Insight-led Approach
Through insight-led brand planning, including Gen-Z trends, we supported Yale to leverage the power of their renowned IP, through an extension into a growing athleisure trend.
We introduced ANTA Sports, renowned for sports apparel and footwear in China. With a strategic intent to partner with wholesome, healthy, and well-known brands, ANTA Sports were a perfect match to create a casual wear seasonal collection and capsule program including Jackets, Sweatshirts & Joggers, and Footwear.
Licensing Matters specialist Creatives helped to shape the designs, using iconic Yale illustrations such as mascot Handsome Dan, fused with modern styles to produce an inspiring collection for a Gen-Z audience.
A Bright Future
The capsule programme launched in January 2020, with sales already performing above and beyond the original forecast, the future of licensing looks bright for Yale.
We continue to strategize to unlock the power of the Yale brand with innovative licensing solutions. Yale are seeking licensees in the areas of, Apparel, Personal Accessories, Educational Toys, Stationary and Back to School, Hydration vessels, Home décor and more.
