We’re Back Co.
I built We’re Back Co. around Nebraska fan culture, then took responsibility for the business behind it: product direction, athlete approvals, the store, marketing, production and customer delivery.
- 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.
From brief to delivery
The work between the idea and the thing people saw.
WBC archive photograph. Fan culture is the starting point.
Whole-store results
August 2024–August 2026
Across WBC collections
A founder-owned brand with thousands of customer orders and athlete-specific product programs. The results cover the business, not individual campaigns.
Sources and scope
Order volume is generalized from whole-store Shopify reporting, August 2024–August 2026. The four named athlete collaborations are program work, not a claim that any one campaign caused the orders.
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.Inspect 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.Inspect 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.Inspect 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.Inspect 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.Inspect imageConnect an athlete story across touchpoints
The H21SMAN campaign carried an Emmett Johnson idea into promotional creative and a matching package-insert design. The November 2025 artwork shows the same idea at different points in the customer experience. The voting message is historical.
Give the athlete campaign a recognizable voice
This November 2025 poster carries the H21SMAN idea into campaign creative. I led the brand and campaign direction, with creative contributions from the team.
WBC campaign archive, November 2025. Team artwork; source photography credited to its original creator. Historical campaign, not a current endorsement.Inspect image
Think beyond the screen
A matching package-insert design connects the product to the fan campaign. The same voice and visual identity carry from promotional creative into the customer experience.
WBC package-insert artwork, November 2025. Historical voting message and QR code, shown as an archive example.Inspect 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.Inspect imageE-Money, on the field
The E-Money collaboration with Emmett Johnson connected an athlete-specific idea to a real product. My responsibility spans product concepts, approvals, the store, campaigns and delivery; creative and photography include collaborators.
WBC archive photograph.Inspect imageWBC in the stands
A fan with the WBC sign and banner.
WBC archive photograph.Inspect 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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