About Rivalry Threads:

Rivalry Threads is Target's NCAA Collegiate Apparel Brand. A team of five creative designers was pulled together for a brainstorming session to come up with as many words as possible that instantly came to mind when thinking of a new brand name that reflected Target's collegiate apparel. We wanted the brand to have a vintage throwback feel while maintaining familiarity. The goal of this branding project was to make sure the name, look and feel of the logo and hangtag represented Target's collegiate apparel assortment comprised of soft fabrics, distressed traditional graphics and relaxed fits.

Target first introduced this specific collegiate line in 1991 under the ProEdge brand. We thought it was important to incorporate the '91 because it backed the feel of tradition and legacy.

Services Provided:

New brand name and brand definition for Target's collegiate apparel line, logo, apparel, hang tags, heat seals and back neck labels.

Brand Definition:

“Rivalry,” “Threads”; separately these two words have very different meanings. Together these words represent one brand, a brand that stands for quality, comfort, fashion and tradition.

"Rivalry" represents a competitive spirit and edge that is ingrained in the tradition of team sports. It is about team pride and showing support through the clothes on your back. "Rivalry" is the excitement of college sports and this brand is all about that excitement.

"Threads" are the links that form a group with a common goal. A group that comes together to support each other, to share a common thread, to form a team. "Threads" also links the styles of today with sports traditions that were formed in the past.

Together, the concept of  “Rivalry” and the concept of  “Threads” create an exclusive brand that will appeal to a wide variety of guests. The dichotomous combination of words in this brand name creates an intriguing contrast. Rivals can compete against each other on the field, while all their fans can find a common thread:  the modern vintage style of Rivalry Threads ‘91 for Target.