289c Apparel, an affiliate of Dallas Cowboys Merchandising, is focused on assisting collegiate institutions in developing and expanding their brands by offering compelling collegiate apparel and headwear collections for men, women, youth, infant and toddlers.

In 2011, the University of Southern California became the first university to sign a long-term agreement with 289c Apparel, creating an exclusive license to manufacture and distribute USC-branded apparel across all retail channels. This includes sales both online and through traditional major retail outlets. 289c Apparel works in conjunction with Nike, the official outfitter of all USC’s athletic programs.

Using the expertise of their design and creative teams in conjunction with a national sales force, 289c Apparel works directly with universities to develop exciting new apparel and headwear options to enhance the school’s licensing programs. This provides unique opportunities for growing the market through increased exposure and incremental revenue, all while experiencing a seamless process from start to finish.

289c Apparel was founded in September of 2009 with the inaugural Cowboys Classic at AT&T Stadium played between the University of Oklahoma and Brigham Young University. Since that time there has been an average of four NCAA events at AT&T Stadium on an annual basis and 289c Apparel goes beyond the standard t-shirt, offering tri-blend t-shirts, performance golf shirts, women’s fashion pieces and trend-right headwear that has caught the attention of the collegiate licensing community from coast to coast.

The Cotton Bowl Classic awarded 289c Apparel its Locker Room merchandise program beginning with their 2010 game. 289c Apparel utilizes a national sales force to promote the events not only at the stadium but in the local collegiate markets.