Positioned alongside co-sponsor Coca-Cola, the brand will operate a dedicated tent featuring officially licensed Michigan apparel and selections from its broader Fall Collection. Beyond retail, the activation focuses on campus engagement, distributing branded whale-themed merchandise and offering students a 15% discount toward future purchases. The move serves as a strategic play to embed the East Coast aesthetic into the Ann Arbor student culture.

This partnership extends beyond a single week of orientation. Following the event, the company plans to return to campus to host casting sessions for student ambassadors, aiming to recruit local talent for its upcoming Spring Collegiate Campaign. The initiative signals a broader effort by the Connecticut-based brand to deepen its footprint within major university communities.