Rutgers University—Newark recently introduced its new mascot, Scarlet Raider, a fox, and a line of spiritwear designed by students from the Newark School of Fashion Design. The mascot, named after the university’s sports teams, made its debut alongside a range of Raider-branded apparel, including athletic wear inspired by the historic “Newark” marquee from the Paramount Theatre.
The collaboration with the Newark School of Fashion & Design provided students with a real-world branding experience, aligning their skills with the university’s evolving identity. Kimberlee Williams, Director of Rutgers-Newark Office of Communications, emphasized the significance of this partnership, highlighting the students’ contribution to the university’s image.
Involvement of Newark high school students from Rutgers Business School added depth to the project, with Marketing Professor Yla Eason guiding them in developing promotional strategies. This collaboration underscores Rutgers-Newark’s commitment to engaging with the local community and nurturing young talent.
Superintendent Roger León of Newark Schools commended the initiative, emphasizing the impact of investing in students’ creativity and skills. Rutgers-Newark Interim Chancellor Jeffrey Robinson highlighted the university’s ongoing relationship with Newark public schools, reflecting a commitment to diversity and inclusion.
The unveiling of the mascot and apparel line marked a significant moment for Rutgers-Newark, with Scarlet Raider making its first appearance at a women’s basketball game against Kean University. The mascot’s design process involved graphic design students competing to create Scarlet Raider’s visual identity, which was then brought to life by Phoenix Designs.
High school students from the Newark School of Fashion Design contributed to the apparel line, designing costumes and incorporating elements of Newark pride and innovation. Their involvement in every stage of the project, from research to prototype creation, showcased their entrepreneurial spirit and creativity.
The students’ journey involved gathering feedback from Rutgers-Newark students, analyzing existing collegiate apparel, and exploring local fashion trends. They received guidance on trademark guidelines and graphic design, ensuring their designs aligned with Rutgers-Newark’s branding standards.
Rutgers Business School students played a vital role in developing a creative brief for the mascot’s launch, contributing to decisions on the mascot’s persona and merchandise strategy. The collaborative effort between students and faculty showcased the power of experiential learning and real-world application of marketing concepts.
Principal Sakina Pitts of the Newark School of Fashion & Design expressed excitement about the collaboration, emphasizing the transformative impact of students working alongside Rutgers-Newark. The project exemplified the potential of student-led innovation and the value of fostering community partnerships.
The apparel line, featuring a range of items from tees to leather jackets, offers a blend of collegiate spirit and fashion-forward designs. The launch of the full collection signifies a new chapter in Rutgers-Newark’s branding efforts, driven by the creativity and vision of young designers from the local community.
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