Sam Law, a merchandising major at the Eskenazi School of Art, Architecture + Design, started a business that caters to college and professional athletes. Photo courtesy of James Brosher, Indiana University.At the intersection of fashion and sports, Indiana University freshman Sam Roe has become a favorite among a growing number of athletes. With a passion for entrepreneurship and fashion, Law recently collaborated with Kansas City Chiefs recruit and former IU football standout Cam Jones on a tunnel fit for Super Bowl V. It is making a name for itself.
(For those who aren't familiar, a tunnel fit is the outfit professional athletes wear when heading to the locker room before a game.)
make connections
While still in high school, Lo started a business sourcing designer shoes and streetwear. Initially, he sold shoes to other high school students through Snapchat and Instagram, but the market was limited and profits were small.
Lowe, a Bloomington native, tried to connect with IU athletes but didn't get a response. The summer before his senior year of high school, he saw IU basketball player Xavier Johnson trying to sell shoes on social media and took a chance.
“I messaged him and said, 'I'm selling stuff. I'll help you sell it,'” Lo said. “And I thought, even if I didn’t make the commission, I would still get to meet him.”
Former IU football player and Kansas City Chiefs rookie Cam Jones wears a Galerie Dept shirt. Photo courtesy of Kansas City ChiefsThe risk paid off. Law developed a relationship with Johnson, who connected him with other IU athletes. The business grew over the next year, giving him more capital. Lo began stocking popular brands such as Fear of God's Essentials and Gallery His Dept, began bringing suitcases full of clothes to sales, and built a satisfied customer base. Ta.
“I love how Sam always embraces new clothing trends and does everything he can to steer us in the right direction,” said Caleb Banks, a sophomore on the IU basketball team.
As a savvy Gen Zer, Lo also leveraged social media to build her brand.
“I've always taken pictures with everyone who bought something. I tag them, they tag me, and then you get a ton of followers,” said IU, who is currently said Law, who is majoring in merchandising at the Eskenazi School of Art, Architecture + Design. “When athletes shout out loud, they get more followers from a lot of other teams because they've been part of that network since they were kids.”
expand your business
The changing landscape of college athletics has become integral to Roe's business. With the introduction of the NCAA's Name, Image and Likeness Policy in 2021, athletes can now earn money from endorsements, putting more money in their pockets.
The NCAA transfer portal also makes it easier for athletes to move between programs, and the players Law worked with at IU are connecting him with new teammates and expanding his market.
He went to Ann Arbor to pitch to the University of Michigan football players, and when teams from the University of Iowa and the University of Maryland (and former IU basketball player Jordan Geronimo) came to Bloomington, he stayed at the Graduate Hotel in Bloomington. We have opened a showroom.
As business and profits continue to grow, Lo is starting to think about what his future holds. He recently signed a deal with Adidas to work on campus as a social media influencer. And his business has grown even more thanks to personal and business relationships with players who have moved on to professional sports, like IU basketball alum Jalen Hood Schiffino.
Which brings us to the Super Bowl and its tunnel fit.
The road to professionalism
“The funny thing is, I've never met Cam in person,” Law said. “I messaged him and told him I sold to my teammates at IU and that I wanted to work with professional athletes, and he said, 'Yeah, let's do it.'
“I saw the work Sam was doing for the people of Bloomington and got some good feedback,” Jones said. “It was really great to work with Sam during my rookie season.”
Cam Jones performs a Super Bowl “tunnel fit” in a piece selected by IU student Sam Roe. Photo courtesy of Kansas City ChiefsAs Law got to know Jones and his style preferences, he found pieces that matched Jones' casual, clean aesthetic (and later appeared on the Chiefs' Instagram feed). When the Chiefs won the AFC Championship, Law jumped at the chance.
“I texted him, 'Congratulations, let's get you a Super Bowl costume,' and he was like, 'Yes, that's perfect,'” Law said.
They quickly collaborated on the piece via text message, and Law sent Jones a denim tears hoodie and mnml flared jeans, black denim jeans, and cargo pants to take to Las Vegas. On Super Bowl Sunday, Jones walked down the tunnel wearing cargo pants, a simple white T-shirt and his own letter jacket.
Collaborating with Jones was more than professionally rewarding for Law.
“He knows my major, he knows I’m young, and he’s a very supportive person,” Lo said. Working with Jones was “definitely a lot of fun”.
For Jones, the admiration is mutual.
“When we work together, there's no pressure. Sam is receptive to my ideas and comes up with ideas himself,” Jones said. “There's nothing Sam can't find or accomplish. He's so damn cool.”
