The University of Maryland has found a new way to blend tradition with innovation — by turning nostalgia into a revenue stream. In partnership with longtime apparel ally Under Armour, the school has unveiled “Terrapin Throwback,” a retro-inspired clothing line designed to boost the NIL (Name, Image, and Likeness) collective for Maryland athletes.
The exclusive line will only be available to new subscribers of the One Maryland Collective, giving fans the chance to sport vintage Terps gear while directly supporting student-athletes.
The idea was sparked by overwhelming demand for head football coach Mike Locksley’s custom throwback hoodies. Once fans clamored for their own, Maryland saw an opportunity: pair the power of nostalgia with the urgency of NIL fundraising.
And nostalgia sells. Just ask Arkansas. Earlier this month, Razorback fans donated more than $1 million to bring back the iconic “Slobbering Hog” logo on the basketball court — proof that fans are more than willing to open their wallets when it comes to tradition.
Maryland’s model is structured in tiers:
- $25/month – a limited-edition T-shirt
- $50/month – a hoodie
- $100/month or more – both items
The strategy is twofold: not only do the retro pieces give fans a fashion-forward way to show school pride, but they also serve as a badge of honor — a subtle signal to fellow Terps that the wearer is contributing to the program’s future.
The collaboration makes sense on multiple levels. Under Armour, founded by Maryland alum Kevin Plank, has been tied to Terrapin athletics since 2004, outfitting the entire department since 2009. With headquarters just miles away from campus, Maryland’s relationship with the brand runs deep.
“When Maryland approached us about the opportunity to leverage Coach Locksley’s love for vintage logos, it was a no-brainer,” said Catherine Marquette, Under Armour’s Director of Sports Marketing and Head of Collegiate Partnerships. “This is reflective of our commitment to Maryland athletes, and we’re proud to give fans a way to join in that support.”
For the One Maryland Collective, the campaign isn’t just about merchandise — it’s about sustainability. As NIL enters its third year, many schools have noted donor fatigue slowing momentum. Creative incentives like the “Terrapin Throwback” line offer fans utility while keeping the pipeline strong.
“This initiative gives our fans an exclusive way to showcase their Maryland pride while making a direct impact on our student-athletes’ success,” said Chris Weiner, Executive Director of One Maryland Collective.
The lesson is clear: whether it’s on the field or in the stands, nostalgia is powerful. For Maryland, it could be the spark that keeps NIL efforts thriving — one throwback hoodie at a time.
From : Maryland Terrapins Shirts
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