MILWAUKEE, WI and ATLANTA, GA (October 1, 2025) – Marquette University and collegiate licensing leader CLC, in collaboration with Men’s Head Basketball Coach Shaka Smart, today announced the launch of the new R.G.V. Collection, a merchandise line celebrating the coach’s culture that will help inspire fans while giving back to the campus community.

The co-branded collection will include university colors and logos along with R.G.V., the abbreviation for Coach Smart’s core values: Relationships, Growth, and Victory. The philosophy has become a key component of the Marquette basketball program.

“R.G.V. is what matters most to us. This collection is a representation of what it means to be a member of our program,” said Smart. “We are also incredibly grateful to be donating a part of R.G.V.’s proceeds to the Bo and Candy Ellis Student Success Fund. R.G.V. is about connecting and developing those around us to become their best regardless of obstacles.”

In addition to reinforcing the nexus between Coach Smart and Marquette and elevating the university brand, a portion of the proceeds generated through sales of the collection will go to support the Bo and Candy Ellis Student Success Fund, which provides emergency funds to Marquette students in need. The fund, which was endowed by Coach Smart and his wife in 2022, was named in honor of former Marquette basketball star Bo Ellis and his wife Candy.

“We are excited to join with Coach Smart to introduce the R.G.V. merchandise collection that will help connect our Marquette fans to the guiding principles and leadership of our basketball program,” said Larry Birkett, Director of Retail & Licensing, Marquette Athletics. “This specially designed collection will not only encourage Marquette Nation to show their spirit, but each purchase will also support our great students.”

The collection will officially launch on October 4 in conjunction with the Blue & Gold Scrimmage at the Al McGuire Center. Coach Smart and Bo Ellis will introduce the collection before tip-off of the scrimmage at noon. Fans will be able to purchase R.G.V. merchandise and meet players following the scrimmage.

Marquette’s licensing and athletics departments worked with CLC, a division of Learfield and the university’s exclusive licensing agency, to help create the branding for the collection, identify strategic licensee and retail partners for the program, and develop the marketing platforms, which will include influencer boxes to key university and community leaders, as well as past Marquette basketball greats.  

“We are thrilled to help deliver the R.G.V. Collection that brings together the great passion and tradition of Marquette basketball paired with the authentic style and essence of Coach Shaka Smart, one of the nation’s greatest coaching talents,” said Nicole Armentrout, SVP of Marketing for CLC. “This program will let fans be a part of the mission of the basketball program while showing their Marquette pride.”

The R.G.V. Collection will feature trend-right apparel from top licensees, including Nike/Jordan Brand, Johnnie O, Cutter & Buck, ’47 and L2, as well non-apparel merchandise from GameTime Sidekicks, Logo Brands and WinCraft. The Collection will be available at the Marquette Spirit Shop, Moda3, and area Rally House and Dick’s Sporting Goods stores.

Media Contact:

Tammy Purves, CLC, tammy.purves@clc.com, 770-799-3275.