Colorado Refuses to Participate in “Celebrate America” Merchandise Campaign

A planned “Celebrate America” theme for the Texas Tech Red Raiders’ home game against the University of Colorado has sparked controversy after Colorado reportedly refused to participate in a merchandising campaign that featured the American flag. The dispute has reignited discussions about the role of national symbols in sports branding and the differing approaches schools take to licensing and marketing.

The theme, which was designed to honor American patriotism, was approved by Texas Tech well in advance of the game. Red Raider Outfitter, a Lubbock-based apparel company responsible for creating the game-themed merchandise, had prepared special t-shirts emblazoned with the American flag to celebrate the occasion. However, things took a turn when they sought the University of Colorado’s approval for the design.

According to Stephen Spiegelberg, the owner of Red Raider Outfitter, each game’s theme is carefully planned months ahead of time, with designs approved long before game day. When he approached Texas Tech’s officials about the “Celebrate America” theme, they enthusiastically approved the t-shirt design. But when it came time to get Colorado’s approval, the response was much more reserved.

Spiegelberg claims that Colorado’s representatives told him they were “not interested” in participating in the campaign, even when he proposed a compromise. After modifying the design in hopes of meeting Colorado’s standards, Spiegelberg was informed that the university would not permit the American flag to be included in the merchandise at all.

“They told me that they wouldn’t be licensing a product that had an American flag on it,” Spiegelberg stated. “At that point, we pressed a little more, and they still declined.” Colorado’s counteroffer was to use its logo without the flag, but Spiegelberg stood firm, refusing the idea. “We didn’t want to limit the use of the American flag,” he explained. “Colorado would benefit financially from these shirts, and we believe the flag is a national symbol that should be treated with respect.”

The decision quickly attracted attention and sparked backlash among fans and others who viewed Colorado’s refusal as disrespectful to the flag and the “Celebrate America” theme. However, the university sought to clarify its position. A spokesperson for Colorado explained to KCBD that the decision to decline the collaboration was not based on the “Celebrate America” theme or the inclusion of the American flag.

“We get requests to use our marks and often decline for various reasons,” the spokesperson said. “This decision was unrelated to the ‘Celebrate America’ theme, and our standards are consistently applied based on widely accepted licensing and trademark best practices used by national and global brands.”

Despite this explanation, Spiegelberg provided a message from Colorado’s licensing department that seemed to contradict their public statement. According to the message, Colorado “prefer[s] not to participate” in designs that combine the school’s marks with “flag elements.” This discrepancy further fueled the controversy, with critics questioning the university’s stance on national symbols.

Nevertheless, the issue did not stop Red Raider Outfitter from continuing its tradition of honoring military causes during “Celebrate America” week. Although the planned t-shirt sales were derailed, the company announced that it would make a donation to Lubbock’s “Monument of Courage,” a tribute to veterans and military personnel. This gesture allowed the company to still contribute to the military cause while standing by its commitment to the values represented by the American flag.

The dispute also highlights a growing trend in college athletics where universities’ approaches to branding and licensing can clash over the use of national symbols. Some schools embrace themes that include patriotic imagery, while others are more cautious about how they incorporate such symbols into their merchandise.

For Texas Tech, the “Celebrate America” theme and its connection to military and national pride are a long-standing tradition. The university has consistently used its platform to honor veterans, military members, and first responders, often tying these efforts to major sporting events. The school’s willingness to embrace the American flag as a central element of its merchandise, however, was not shared by Colorado.

This difference in approach not only sparked local debate but also raised questions about the intersection of sports, marketing, and national identity. For many, the American flag remains a powerful symbol of unity and patriotism, and seeing it prominently displayed during events like this is seen as a fitting tribute. However, for others, the use of such symbols in merchandising can be a sensitive issue, and universities may prefer to distance themselves from potential controversy.

While the incident may have been disappointing for some fans, the outpouring of support for military-related causes suggests that the spirit of the “Celebrate America” campaign will live on, albeit in a different form. As the controversy continues to unfold, it underscores the complexities involved in balancing tradition, branding, and respect for national symbols in college athletics.