Project Background The Birth of a Mantra
What defines a winner’s mentality? It’s pushing yourself and those around you toward excellence, constantly striving to be better. After a loss, true winners analyze their performance, retrace their steps, and question how they could improve. This mindset was perfectly captured when Syracuse Head Football Coach Fran Brown made a powerful statement during a Monday morning press conference following a tough loss to Boston College: “I just be mad. I don’t deserve soap. I think you have to earn your right to do certain things. Winners Get Washed.”
Project Origin & Initial Response
At Split14 Creative, we were uniquely positioned to recognize the potential of this moment. As the team managing Coach Brown’s personal PR efforts, we witnessed firsthand how his press conference quote rapidly gained traction across social media. Coach Brown’s philosophy, embodied in his “D.A.R.T” mantra (Detailed, Accountable, Relentless, Tough), has always emphasized authenticity and continuous self-improvement. This viral moment presented an opportunity to transform his message into something tangible that the Syracuse community and beyond could embrace.
Design Development Phase
We approached the design process with three key objectives:
- Showcase the “Winners Get Washed” tagline as the central focus
- Incorporate Coach Brown’s established brand elements ( D.A.R.T and signature)
- Create a design that would resonate with both athletes and fans
The final design featured:
- An orange soap bar with the tagline “Winners Get Washed” prominently displayed as if it were carved into the bar
- Coach Brown’s D.A.R.T. motto on the sleeve
- His personal signature alongside the tagline on the front left chest
The entire design process, from initial concept to final approval, was completed within 24 hours of the press conference and a conversation with Coach Brown and his wife Teara.
Product Expansion & Market Response
What began as a single t-shirt design quickly evolved in response to overwhelming customer demand. After launching our website two days later, we received immediate requests for additional merchandise types. This enthusiastic response led to a strategic expansion of our product line:
- Crewnecks and hoodies using the same premium material blend as our successful t-shirts
- Trucker hats in two colorways:
- Classic black (inspired by Coach Brown’s signature look)
- Navy blue for game day outfit coordination
- Enhanced design elements, including embroidered logos on hats for added sophistication
Capitalizing onThe Wins
We knew with the response from the first original design that we wanted to do something unique for the Bowl Game. Syracuse was announced to play in the DirecTV Bowl on December 27th against Washington State in San Diego, California. We had made a design highlighting the California landscape with the Palm Trees, City Skyline, and Sunset aspect while staying true to the Orange and Blue colorway. With “Winners Get Washed” being the main focus we had the tagline on the front leftside of the chest and a bigger design on the back highlighting this “bowl edition” shirt design
Production & Fulfillment Strategy
Our commitment to quality extended to every aspect of production and delivery:
- Rigorous quality control of all manufactured items
- Development of an efficient fulfillment system
- Creation of both local pickup and shipping options
- Full team involvement in the packaging and distribution process
Project Impact & Key Learnings
The “Winners Get Washed” campaign demonstrates how authentic moments in sports can catalyze powerful marketing opportunities when executed thoughtfully. By quickly transforming Coach Brown’s candid post-game reflection into high-quality merchandise, we created more than just products – we built a tangible connection between Coach’s values and the community. The campaign’s success stemmed from our rapid response to the viral moment, commitment to quality execution, and ability to scale production while maintaining the message’s authenticity. Through this project, we refined our approach to viral marketing opportunities, particularly the delicate balance between timely response and meticulous execution. Most importantly, we learned that when marketing aligns naturally with genuine moments and core values, the community responds with enthusiasm and sustained engagement.