Ten More Brands From Our Students…

Our list of brands on our student watch lists drew a lot of questions as to who else they were following and engaing with, so here is another ten. The link to the first set we published over the weekend is here.

Glossier has positioned itself as a leader in breaking the stereotype that beauty and sports are mutually exclusive. As the WNBA’s first beauty partner since 2020 and a partner of the USA Women’s National Basketball team, Glossier uses its platform to show that athletes can embrace performance and self-expression). With the rise of leagues like LOVB, PVF, and PWHL, as well as established leagues like the NWSL, Glossier can expand its reach into more leagues. To continue to build their story, Glossier should remain active on social media so young girls can see that they can wear beauty products and be beautiful while playing sports, as it will solidify their mission.

Goli Nutrition is another example of a brand mixing health with their strategic narrative. Known for apple cider vinegar gummies, Goli embraced social media as a resource for consumers getting their health information. Now they show how their gummies have wellness benefits, convenience, and great taste. The brand is centered on how health can be done easily, appealing to young consumers seeking healthy and convenient solutions. Goli continues to drive awareness with tons of tiktokers, however too many could lose credibility. Having more strategic and qualified influencers could help the brand stay on this health trend.

Legacy History Pride is an up and coming HBCU apparel brand. They can generate growth by leveraging storytelling through collaborations: LHP can collaborate with influential artists or figures in the HBCU community to create unique, limited-edition collections that tell specific stories about heritage and culture. This could resonate more deeply with their audience. They also have the opportunity to partner with HBCU athletic conferences such as the SWAC or SIAC for pop up activations. Additionally, partnering with the professional teams who have HBCU or Divine 9 theme nights, would allow major exposure and awareness opportunities. Highlighting partnerships with HBCUs and community projects can enhance their brand narrative. Regularly sharing updates about these initiatives can foster a stronger emotional connection with customers. Another key opportunity is to utilize user-generated content. HBCUs have produced some of today’s most famous artists and have strong alumni bases of politicians, athletes and successful business men and women. In addition to this base, it is very common for companies to utilize current students as on campus brand ambassadors. As the company grows it should emphasize encouraging high profile customers and the student body to share their own stories wearing LHP apparel. This can create a sense of belonging, community, and affordable luxury around the brand.

Malbon: A golf apparel brand that redefined style on the course, Malbon was founded in 2017 and currently sponsors athletes such as Jason Day, Charley Hull, Jeongeun Lee, Jesper Parnevik, Minjee Lee, Gigi Stoll, and Erika Smith. Malbon-sponsored players are instantly recognizable thanks to the brand’s bold graphics, vibrant colors, and distinctive silhouettes. To continue its momentum, Malbon must double down on its identity as an outlier in the golf apparel space and strategically align with athletes who embody its irreverent, fashion-forward ethos.

Rod-Patrick Boots. They are another brand that is very well-known in the western equestrian community. The boot company based in Fort Worth, Texas, sells their work for around $600-$1,000, even more for custom work. Right now the brand is primarily worn for riding horses, but some boots are more fashionable. Similar to Haala, I think Rod-Patrick could benefit from the appeal of the country lifestyle and target high-end consumers. I think they should have a marketing campaign where they show that if you want to be a real cowboy, you should wear Rod-Patricks. Even partnering with a star like Lainey Wilson could benefit the company.

TALA is a sustainable activewear brand known for using recycled materials, offering accessible price points, and building a strong community through its influencer-led roots. Currently, it is doing well at making sustainability feel attainable through products that people actually wish to purchase, creating buzz with frequent drops, and standing out with their mission-driven positioning. To strengthen their story, TALA should focus on expanding its narrative beyond the founder Grace Beverley to include customer and community voices. They also have an opportunity to improve their U.S presence by hosting brand events or pop-up shops to create a buzz around the brand in a new market.

The Golden Cleat. They make nautical-themed, regionally focused jewelry about the St. Lawrence Seaway and 1,000 islands. I think if the brand expanded their focus, they could make jewelry themed to the NYC boroughs and even the Hamptons and other spots. Their story would be about being proud of where you’re from and repping your favorite place. Instead of being focused on one small place in New York, they could appeal to everyone.

Tulones is a premier street wear brand based in Atlanta, Georgia. In a market full of competitors developing the right narrative is essential to building on success. Positioning Tulones as not just a clothing brand but a lifestyle choice can help build a stronger identity. Tulones should focus on creating content that showcases how their clothing fits into various lifestyles or activities that can resonate with a wider audience. Due to Atlanta’s strong entrepreneurial economy, the brand also has the potential to connect to its home audience through community based business to business partnerships. Engaging with local communities through pop-up shops or events can help Tulones build a tangible connection with customers. These events can also be used to launch new collections or promote sales. In addition to this, engaging with local music artists who are staples of influence within Atlanta communities allows the brand to position itself as a go-to fashion choice and as a staple of community apparel. Furthermore, as consumers become more eco-conscious, Tulones could emphasize any sustainable practices in their production process. This could be a compelling part of their brand story, appealing to environmentally aware consumers. By implementing these strategies, each brand can strengthen its narrative and foster deeper connections with their audiences, ultimately enhancing their chances of success in the marketplace.

Unwell Hydration founded by media sensation Alex Cooper, is an “electrolyte and hydration drink”. On March 7, 2025, “Alex Cooper’s Unwell Hydration was named the Official Partner of the National Women’s Soccer League (NWSL)” ( In the 2025 NWSL season, Unwell Hydration was present at the opening weekend and at select matches throughout the season. On-site activations let fans take photos and test the product. I recommend Unwell Hydration elevate its partnership by integrating the brand more into the game day and fan experience. This can be done in three ways: 1. Unwell Hydration Lounge: a branded space for fans to take photos and try the product. 2. Unwell moments: organic moments during games, highlighting funny and relatable fan experiences for the NWSL social media channels. 3. Player Collection: to collaborate with the NWSL on an exclusive player collection that fans can wear on game days and in everyday life. Alex Cooper will have more physical and digital assets to share with her 5.4 million followers and her “10 million ‘Call Her Daddy’ podcast weekly listeners”, and drive a significant return on investment through beverage and merchandise sales.

VanMoof: An electric bicycle brand founded in Amsterdam, Netherlands, VanMoof became the go-to mode of transport for city residents seeking efficient, eco-friendly mobility. Controlled through the VanMoof app, the bike offers a level of connectivity and design that sets it apart from other e-bikes on the market, expanding its footprint into major U.S. cities, most notably Los Angeles. However, in 2023 the company filed for bankruptcy and halted manufacturing operations. In 2024, VanMoof was acquired by McLaren, with new leadership led by co-CEOs Elliott Wertheimer and Albert Nassar, supported by McLaren veteran Nick Fry. Their focus is on restoring VanMoof as a premier mobility brand while rebuilding trust with riders. With McLaren’s credibility and engineering expertise behind it, it wouldn’t be surprising to see VanMoof not only reclaim its former standing but reach unprecedented new heights.