Homefield Apparel built its brand on a losing Indiana program. Now they’re both all the rage

Connor and Christa Hitchcock, founders of Homefield Apparel, have transformed their company into a major player in college sports merchandising from its humble beginnings in Connor's Indiana University apartment. The Indianapolis-based company now sells officially licensed merchandise for over 200 universities, with a focus on vintage logos and designs that resonate with college sports fans. Homefield, known as "The Good Brand," has a strong identity tied to Indiana University football, despite the program's historically poor performance.

Indiana football has experienced a remarkable rise under head coach Curt Cignetti, culminating in a national championship game appearance against Miami. This ascent has paralleled Homefield's growth, with Indiana-themed merchandise sales significantly increasing during Indiana's unexpected 2019 season and subsequent successful campaigns. The company plans to release new merchandise following the national championship game, regardless of the outcome.

The Hitchcocks, who have a deep personal connection to Indiana football, attribute part of Homefield's success to the authenticity of their support for the Hoosiers.