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.
- 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
A working consumer brand with an original voice, a Shopify storefront, repeatable campaign and email formats, and athlete collaborations including Sam Hoiberg, Emmett Johnson, Pryce Sandfort and Trae Taylor. I connect that work to production and customer delivery.
Whole-store results
Shopify, August 18, 2024–August 13, 2026: $182,616 total sales across 3,406 orders. Whole-store results across the business, not sales attributed to the individual campaigns or emails shown here. Total sales is 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.
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.
Lead the work across people and 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.
From fan insight to customer delivery
A brand fans can stand behind
The voice carries beyond the storefront. A sign, a banner and a fan in game-day overalls bring the same sense of recognition into a real setting.
Photograph from the supplied WBC archive.View full artwork
The gear, out on the field
Matching E-Money tees photographed on the field. The finished gear puts the illustrated product story into a shared, real-world moment.
Photograph from the supplied WBC archive.View full artwork
Build a product around a reason to care
“Ultimate Glue Guy” gives the Sam Hoiberg collaboration a specific point of view. The live product page carries that idea into its copy, assortment and buying details. I lead the connection between the fan insight, product concept and commerce experience.
Sam Hoiberg collection, January 2026. Product image retrieved from the WBC Shopify catalog; artwork by the project team.View full artwork See the product page
Carry the same idea into the launch
The campaign banner gives the collection a setting and a clear invitation to shop. The same name and product connect the announcement to the storefront. My role spans campaign direction, launch coordination and the store behind it.
Archived January 2026 mobile website creative. Campaign composite by the WBC team. The seven-day offer shown belongs to that launch.View full artwork
Give the next visit a reason to happen
The welcome email introduces the brand voice, connects it to a product and gives the subscriber a next step. This early piece shows how the brand continued beyond a social post or a purchase. I lead lifecycle strategy and its connection to the store.
September 2024 welcome-email artwork, shown as an archive excerpt. Full artwork opens separately. Historical offers and product claims are preserved; this image does not establish sends or email-attributed revenue.View full artwork
Repeat the process without repeating the story
For Emmett Johnson, H21SMAN puts a different athlete story at the center of the campaign. The hoodie launch creative carries that identity into email while the Shopify assortment gives fans a way to buy.
Archived November 2025 H21SMAN hoodie email creative. WBC team campaign composite; an image asset rather than evidence of email delivery or performance.View full artwork
The gear behind the story
The Team Trough identity carried from the campaign into the actual gear. The product, store, marketing and customer delivery were parts of the same brand.
Original supplied product photography. The garments and artwork are preserved.View full artwork
Napshirts
A baby onesie becomes a story about inherited loyalty. “Start them early” puts the parent or grandparent at the center of the idea.
Paid-social creative; AI-assisted imagery.View full artworkFounder-led work with contributions from creative, social, email and production collaborators. Campaign artwork is presented separately from verified business results.
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