A shooting of a male wearing an “Ohio versus the World” shirt during the 2015 sugar Bowl led to a significant boost in the company’s sales.Credit: Screenshot indigenous ESPN

It all began with a hoodie.

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Clothing agency Ohio against the people got that start when owner Floyd Johnson — aka Floyd from Ohio — wore a hoodie the made himself in downtown Cincinnati one Friday night about five year ago.

It captured people’s attention, so Floyd stated he began producing an ext and more.

Floyd explained the slogan as “a battle cry because that the underdog.”

When the Buckeyes were underdogs in the sugar Bowl against Alabama ~ above Jan. 1, a pan in the was standing was shown on the display screen wearing one of OATW’s hoodies after ~ a bag by Ohio State an elderly defensive lineman Michael Bennett.

“The message quickly spread and also the agency continued come grow. It is what brought us here to this particular day with the momentum of the OSU game,” Floyd said.

Floyd is a Cincinnati indigenous who wanted to relocate to brand-new York, yet he can not afford school and also didn’t have enough experience because that the jobs he wanted, the said.

“I continued to be in Cincinnati and continued to build a brand,” Floyd said. “This to be a way for me to show my capability in marketing and design, but also to inspire various other people.”

Brand manager James Sutton III said OATW “is about following your dreams without having to go external your home. It’s about creating opportunity.”

Opportunity didn’t knock on new Year’s Day, though. That pounded.

“We to be surprised,” Sutton said.

“We had actually to it is in resourceful due to the fact that it taken place on Jan. 1, which is tho the holiday, so we couldn’t get earlier up to full operating capacity till Monday (Jan. 5). It affected our turnaround time, however we buckled down and got through it.”

Floyd claimed the brand’s website has seen a “dramatic” boost in visitors due to the fact that the game.

The agency sells T-shirts, hoodies and hats with the “Ohio versus the World” slogan capitalized and also in bold. Shirt are about $30, hoodies are around $50 and also hats room $40, on average.

The agency also rolled the end a new limited edition gray and black hoodie and a scarlet and gray raglan shirt on Monday to commemorate the nationwide Championship game.

Their website lift is what Floyd defined as “a curation the artists, musicians, students, adults that we assumed were good representations of ours brand ­— world that weren’t afraid to live the end loud.”

One that the musicians pictured is Cincinnati-based rapper Austin Puckett.

“It’s not just a garments brand, it’s a lifestyle brand,” Puckett said. “I think the will definitely become an ext than simply T-shirts at the minute … the human being who make it are method more than simply T-shirt makers.”

Meanwhile, it’s been customer interest it is taken the brand to brand-new heights.

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“The support has actually grown phenomenally,” Floyd said. “But I’m always aware of those that participated and also encouraged me in my journey.

“Without everyone participating and also purchasing a shirt, ns wouldn’t be where I am at today.”