Retail Partnership At Costco Wholesale Announced

Costco roadshowBeginning Thursday (Sept. 4), Texas A&M University will partner with America’s largest collegiate apparel supplier, Knights Apparel, to launch the Costco Back-to-College Tailgate Roadshow featuring Aggie Gameday apparel.

Texas A&M and Knights Apparel will utilize the reach of Aggie connections via social media channels to promote the Costco Back-to-College Tailgate Roadshow event and drive traffic to the 20 participating Costco Wholesale locations that will exclusively carry the merchandise.

Additionally, the Center for Retailing Studies at Mays Business School and Ramkumar Janakiraman, associate professor of marketing, will lend academic analysis to the project by exploring social media on ROI. After the promotion ends on Oct. 10, Janakiraman will evaluate the impact of engagement from Texas A&M’s official Facebook, Twitter, Pinterest and LinkedIn channels on product sales.

Texas A&M Marketing Professor Ramkumar Janakiraman

Texas A&M Marketing Professor Ramkumar Janakiraman

The university’s social media program has been recognized as one of the top in the nation by and was No. 2 behind Harvard in Social Media Today’s “Top Universities in Social Media.” It was ranked as the most influential college online for 2011 by Klout and in the top 10 of most social-savvy MBA schools in 2013 by Social Times.

The Center for Retailing Studies has had as its core mission for more than 30 years to develop future retail leaders for careers in store management, merchandising, and marketing. This is the first time the center has partnered with a vendor and retailer to execute and evaluate a real-world sales promotion.

Kelli Hollinger, director of the center, says, “Dr. Janakiraman’s strategic analysis of the effect of social media marketing on sales offers valued business insights for the retailer. By correlating weekly point-of-sale data with a concentrated social media campaign, we provide the retailer with scientifically derived metrics on the value of online engagement. We expect to provide added value to store traffic and sales, and therefore justify larger floor space for next season. The more floor space, the greater possible sales for the vendor.”

Hollinger adds: “We hope the Roadshow at Costco research partnership will develop a roadmap for how businesses can uniquely partner with university brand and academic researchers.”

Knights Apparel, the largest manufacturer of collegiate licensed apparel in North America, will produce the apparel, only available in-stores for Costco members. The featured product will include fashion polos and embroidered applique V-neck wind shirts, all perfect for tailgating and attending Aggie football games.

To learn more about the campaign, visit


About Texas A&M University

Texas A&M University – the flagship campus of The Texas A&M University System – is a Tier One research institution. Committed to the values of its land-grant heritage, Texas A&M ensures accessible education for the people of Texas and the world and its faculty-led research advances innovation for society’s challenges, and yields more than $800 million in annual expenditures. Texas A&M is developing educated leaders of character dedicated to serving the greater good.

About Knight’s Apparel

Knights Apparel, Inc., is a leading producer of licensed sports apparel for mass market retailers, mid-tier department stores and sporting goods retailers. Knights has attractive licensing arrangements, many of which are exclusive, with prestigious sports brands, colleges and universities, and many of the professional sports leagues in North America including the NHL, NBA and the Dallas Cowboys.

Media contact: Kelli Levey, Mays Business School,,  979-845-3167

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