WEST LAFAYETTE, Ind. – In celebration of its diverse student, staff, faculty and alumni population and its rich connection to Asian cultures, Purdue University, in conjunction with its trademark licensing agent CLC, today announced the launch of its new officially licensed Asian Heritage Merchandise Collection.
The launch of the collection coincides with Asian American and Pacific Islander Heritage Month (APAHM).
The limited-edition Asian Heritage Collection includes products from leading fashion brand Champion, which features Purdue-specific custom graphics from artist Bao Ho, a Hong Kong-born and -based, self-taught artist who is famous for her freestyle work with murals and illustrations.
Purdue’s licensing team and CLC worked directly with the Asian American and Asian Resource and Cultural Center (AAARCC) to ensure that the communities have been consulted and represented through the Asian Heritage Collection. Additionally, two focus groups involving students and Friends of the AAARCC were held to address artist selection, relevant brands and shopping preferences.
“We are proud to introduce the new Asian Heritage Collection of merchandise as one of the many ways to recognize the diversity of Asian American and Asian identities and lived experiences at Purdue,” said Pamela K. Sari, Purdue’s director of the Asian American and Asian Resource and Cultural Center (AAARCC).
Asked about the process of developing the merchandise, Sari said: “The focus groups and follow-up conversations provided the opportunities to collectively discuss what it means to be Asians and Asian Americans. We shared commitments to present Asian identities and cultures in intentional ways, to find ways to support Asian American and Asian creative communities, and to link the collection back to benefit the AAARCC’s initiatives and programming.”
In addition to Purdue’s Asian American population, Purdue boasts a diverse population of international students, consistently ranking fourth among U.S. public institutions and second in the Big Ten in international student enrollment at about 20% of the total student body.
“The university is proud of the diversity that makes up the fabric of Purdue, and we are committed to developing programs to support and honor the cultures that make us all Boilermakers,” Sari said.
“CLC has always put the Purdue fan at the center of our licensing and merchandising strategies for the university, and that fan base is incredibly diverse,” said Ben Emmons, CLC’s vice president of marketing. “Engaging the students in the process of creating the merchandise for the Asian Heritage Collection let us focus on their product and design preferences to create merchandise they would want to purchase to show their Purdue pride.”
Purdue Asian Heritage Collection merchandise is available now at University Book Store, the online Purdue Team Store and Follett Purdue West Bookstore, and will be available soon at Dick’s Sporting Goods.
About Purdue University
Purdue University is a top public research institution developing practical solutions to today’s toughest challenges. Ranked the No. 5 Most Innovative University in the United States by U.S. News & World Report, Purdue delivers world-changing research and out-of-this-world discovery. Committed to hands-on and online, real-world learning, Purdue offers a transformative education to all. Committed to affordability and accessibility, Purdue has frozen tuition and most fees at 2012-13 levels, enabling more students than ever to graduate debt-free. See how Purdue never stops in the persistent pursuit of the next giant leap at https://purdue.edu/.
CLC is the nation’s leading collegiate trademark licensing company with a mission to elevate college brands through insight and innovation. The company is uniquely positioned to deliver consumer connections and brand visibility for institutions through data-based, customized solutions that include impactful licensed merchandise strategies and innovative marketing platforms to navigate the ever-evolving consumer and retail marketplace. Headquartered in Atlanta, Georgia, CLC is guided by values to serve others, build trust, lead well, innovate often, and be passionate. Founded in 1981, CLC is a part of Learfield IMG College, the leading media and technology services company in intercollegiate athletics.
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