The owners of Homefield, a maker of T-shirts, sweatshirts, and other apparel for college sports fans, haven’t necessarily been upset with all of the upsets during March Madness this year. The firm was founded by recent Indiana University graduate Connor Hitchcock and his wife, Christa, built off of a side project called Hoosier Proud. It seems like college gear is everywhere, and that initially gave Connor pause when considering whether to take the Indiana-focused venture national. But he and Christa landed on a formula to help Homefield to stand out: Using premium materials and creating unusual designs that draw on a school’s vintage iconography, and then moving at the speed of the internet when a particular school hits big.

So, for example, in the first few hours after Fairleigh Dickinson University beat Purdue in the first round of the men’s tournament this year, Homefield was in touch with licensing officials for FDU, designing a series of shirts and notifying its followers on Twitter. It did the same thing last year when St. Peters University made a run in the tournament. Both schools are squarely in Homefield’s comfort zone as small universities that don’t necessarily have robust apparel programs. In this week’s edition of the IBJ Podcast, Connor and Christa explain how they parlayed their success with small schools into agreements with the bigger names. They also dig into how they landed on Homefield’s winning strategy and how they’ve grown the firm to 40 employees in five years while maintaining a four-day workweek and keeping the emphasis on their staff’s quality of life. That includes all weekends off, even during the tournament.

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