Case Study: Red Bull x Columbus Fashion Alliance – Student of the Game (SOTG) Fellowship Program
Client: Columbus Fashion Alliance (CFA) in partnership with Red Bull
Project: Student of the Game (SOTG) Fellowship Program
Timeline: Inaugural Cohort Launched in 2020
Focus Areas: Fashion innovation, talent development, creative entrepreneurship, mentorship, experiential education
Overview
The Student of the Game (SOTG) Fellowship Program is a one-of-a-kind initiative launched by the Columbus Fashion Alliance (CFA) in collaboration with Red Bull, designed to empower emerging fashion leaders through experiential learning, creative exploration, and real-world project execution.
Set in Columbus—home to one of the most advanced maker spaces in the country—the program offers access to cutting-edge tools, top-tier mentorship, and opportunities for fellows to develop original projects from concept to launch.
Goals
The program was created with two core objectives:
1. Foster Innovation in Fashion and Retail:
Each year, two to four 3-month cohorts are selected, with each cohort welcoming four fellows focused on one of CFA’s four pillars: design, technology, sustainability, or entrepreneurship. This interdisciplinary structure encourages collaboration and pushes innovation across retail and fashion ecosystems.
2. Empower Fellows Through Hands-On Projects:
Fellows are required to conceptualize, build, and deliver a capstone project pitched during their application. These projects challenge students to bring their ideas to life using CFA’s maker space and business resources.
Program Structure
The SOTG Fellowship delivers a robust and immersive experience through:
Access to a Nationally Ranked Maker Space
Participants gain full access to the Idea Foundry and CFA Membership facilities, including prototyping labs, sewing machines, tech tools, and fabrication equipment.
High-Level Industry Mentorship
Fellows are mentored by executives from L Brands, Verizon, Express, UpWest, The City of Columbus, and Ohio State University—offering rare access to leadership insights, strategic feedback, and professional connections.
Strategic Partnership with Red Bull
Red Bull’s involvement infused the program with energy and brand strategy. The 2020 cohort featured a creative collaboration with a local artist to design a branded Red Bull refrigerator, intended for expansion into retail stores across the Midwest. Red Bull also contributed expertise in marketing, branding, and lifestyle engagement.
Key Highlights
Project Management Support: Fellows received structured guidance to help them manage deadlines, resources, and deliverables.
Client-Facing Engagements: Students gained experience interacting directly with brand representatives and industry clients—developing essential communication and presentation skills.
Media & PR Exposure: Red Bull and CFA collaborated on press campaigns, amplifying fellow stories and the program’s broader community impact.
Impact
The SOTG Fellowship Program has quickly become a cornerstone of Columbus’s creative economy—supporting fashion-forward innovation while empowering underrepresented voices. Graduates of the program have gone on to launch sustainable clothing brands, e-commerce platforms, and tech-driven retail ventures.
It has helped position Columbus not only as a fashion-forward city but as a national incubator for creative entrepreneurship.
Insights
Interdisciplinary structure fuels innovation: Encouraging collaboration between designers, tech developers, and entrepreneurs created dynamic outcomes that wouldn’t emerge in siloed environments.
Hands-on learning delivers lasting value: Capstone projects grounded the experience in real-world application, helping fellows build both portfolios and confidence.
Strategic brand partnerships elevate experience: Red Bull’s contribution added visibility, industry credibility, and lifestyle alignment to the program.Mentorship accelerates growth: Access to decision-makers and senior leaders made a tangible difference in fellow development, confidence, and future opportunities.