IMG College Licensing Takes Influencers on a Roadies Road Trip to Promote College Vault Collection

Wednesday, September 26, 2018

ATLANTA, GA (September 25, 2018) – In a quest to make old things new again, IMG College Licensing is taking nine social media influencers on a unique road trip across the southwestern U.S. to promote its College Vault vintage-inspired merchandise collection. 
 
IMG College Licensing teamed with Roadies, a travel company focused on reinventing the classic American road trip, to stage the excursion. Social media influencers representing nine universities are traveling in a rock-star style tour bus that departed from Las Vegas on a path to renowned sites such as theGrand Canyon, Joshua Tree and Palm Springs, in-route to its final destination in Los Angeles. Like a band on tour, the influencers travel by night and spend their days at each destination, posting about their experiences while styled in College Vault merchandise.
 
“As we work to develop innovative ways to elevate the collegiate brands we represent, this one-of-a-kind experience allows us to take two classic concepts—the old-school road trip and vintage college logos—and make them new and cool again using social media influencers, which have proven to increase results significantly more than other forms of digital marketing,” said Nicole Armentrout, vice president of Marketing for IMG College Licensing. “This fun, content-rich program provides a unique platform for reaching the fans of our partner institutions who want to be stylish while showing their school spirit.”
 
Officially-licensed College Vault products utilize historical logos and marks of participating universities to create trend-right apparel and non-apparel items for the fashion savvy fan. The road trip participants are expressing their own style using College Vault merchandise related to each stop on the journey to create trendy looks that are perfect for game day, social gatherings, or casual wear, and then sharing those with their followers using #CollegeVaultRoadTrip. 
 
The nine social media influencers were selected to participate in the road trip based on their level of followers, their engagement and integration of fashion, and their affinity for IMG College Licensing partner institutions. The nine universities represented include the University of Alabama, University of Florida, University of Minnesota, University of Mississippi, Missouri, TCU, University of Tennessee, Texas A&M University, and Texas Tech.
 
“Roadies is excited to be working with IMG College Licensing on this unique College Vault program that brings our two brands together,” stated Roadies’ Chief Adventurer & Co-FounderMark Wills. “We both understand the power of taking something that’s classic and making it fresh, modern and highly relevant for today.”
 
The College Vault program, which began in 2005, has generated nearly $22 million in incremental royalties for IMG College Licensing participating institutions. 
 
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About IMG
IMG is a global leader in sports, fashion, events and media, operating in more than 30 countries. The company manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in sports training and league development, as well as marketing, media and licensing for brands, sports organizations and collegiate institutions. IMG is part of the Endeavor (formerly WME | IMG) network.
 
About Roadies
Roadiesis a new travel experience company that combines our love of road trips, adventure, meeting new people and puts it together into one amazing experience that gives our guests the opportunity to create life long memories and enviable stories.
 
At Roadies, our guests wake up every morning to a new view, perspective and adventure.  Our experiences are built so that our guests can enjoy a location all day and night, and travel while they sleep on a coach built for rock stars.  You can find out more on our website at www.roadies.coach.
 
For more information, please contact:
Tammy Purves, IMG College Licensing
(404) 932-3266 or tammy.purves@img.com
 
Mark Wills, Roadies Coach Inc.
(404) 861-8359 or mark@roadies.coach