We’re Back Co.
Nebraska fans buy recognition. I built We’re Back Co. around the rituals, inherited loyalty and completely sincere optimism that make this fandom its own world.
Six figuresTotal salesAugust 2024–August 2026Open the live store- My role
- Founder & Brand Operations Lead
- Relationship
- Founder-owned brand
- Period
- August 2024–present
The assignment
Build a distinctive consumer brand around what fans actually care about, then connect the creative to a business that can deliver.
What I delivered
An original brand voice, Shopify storefront, product collections and repeatable campaign formats. Athlete collaborations include Sam Hoiberg, Emmett Johnson, Pryce Sandfort and Trae Taylor; I lead the work from product concept through approvals and delivery.
Whole-store results
August 2024–August 2026
Same reporting period
Grown from launch to six-figure sales and thousands of orders. Figures are generalized to keep business details private.
Sources and scope
Generalized from Shopify whole-store reporting, August 2024–August 2026. These results cover the business, not individual campaigns or emails. Sales are not profit.
My contribution
- Set the brand positioning, product concepts and campaign direction, with collaborators supporting creative production and channel execution.
- Lead Shopify merchandising, email and SMS, paid social, and performance review.
- Coordinate athlete and representative approvals, production, fulfillment and partner reporting.
From insight to delivery
Make the fan insight specific
The starting point is a behavior fans recognize. Team Trough celebrates a stadium ritual. Napshirts turns inherited loyalty into a gift from a parent or grandparent. For Sam Hoiberg, the “Ultimate Glue Guy” idea celebrates the deflections, loose balls and unglamorous work his fans value.
Give the product a point of view
“Ultimate Glue Guy” celebrates the work Sam Hoiberg’s fans recognize. I lead the product concept and its expression in the assortment, product copy and storefront.
Sam Hoiberg collection, January 2026. Team artwork; Shopify product image.Open full image See the product page
Make inherited loyalty the idea
“Start them early” turns a baby onesie into a gift for the next generation of Nebraska fans.
Paid-social creative; AI-assisted imagery.Open full imageCarry the idea across channels
I connect the product idea to the assortment, storefront, campaign brief and delivery plan. Athlete collaborations add approvals across athletes, representatives and production partners. Social and email execution also includes contributions from Derek Porter; illustration, photography and production are credited as team work.
Turn the concept into a launch
I led campaign direction and launch coordination. The banner carries the same product name and story into the storefront.
January 2026 campaign composite by the WBC team. The pictured offer is historical.Open full image
Build around a different athlete story
H21SMAN gave the Emmett Johnson hoodie launch a distinct identity across campaign creative, email and the Shopify assortment.
November 2025 WBC team email creative. Archive asset; not a performance report.Open full image
Introduce the brand after sign-up
I lead lifecycle strategy. This welcome-email creative introduces the brand through a product and a reason to return.
September 2024 email archive. Historical offers; creative shown, not delivery or revenue evidence.Open full imageFollow through to the physical product
My role includes production, fulfillment and partner reporting. These archive photographs show the gear and the people wearing it.
Deliver the actual gear
Printed Team Trough gear from the same product and campaign program.
Original WBC product photography.Open full image
E-Money, on the field
E-Money collection, photographed on a football field.
WBC archive photograph.Open full image
WBC in the stands
A fan with the WBC sign and banner.
WBC archive photograph.Open full imageFounder-led work with contributions from creative, social, email and production collaborators. Campaign artwork is presented separately from verified business results.
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