Raymond Hokanson, UTA alumnus and eSix Sportswear founder and owner, is the creative mind behind UTA Athletics fan merchandise and gear. The local Division Street shop fuels student and alumni engagement at sporting events.
Launched in 1990, the original “one-man operation” company has partnered with the university since. In 2016, eSix became a sponsor of UTA Athletics and continues to be a pillar for the department.
Hokanson said the department helps him determine what items are needed for specific games, giveaways and events. Items range from T-shirts to rally towels and other Maverick-themed attire.
Collaborations with UTA Athletics began with Hokanson and his wife attending games as season ticket holders and Maverick Club members. Eventually, they approached the department’s administration about what a partnership would look like.
Josh Feldman, Maverick Sports Properties general manager, said Hokanson means a lot to not only UTA Athletics but the university as a whole.
“There are lots of companies that make merch, and there are lots of licensed vendors,” Feldman said in an email. “Not all of them have a degree from UTA hanging on their wall. That sets him apart.”
Hokanson, an ’88 graduate, was honored with the Monthly Maverick Club spotlight in 2015, showing his continued support for student athletes and trainers. Hokanson said UTA is a part of who he is.
“It’s where I came straight out of high school, went to school and just love the area,” he said. “When I started this business 35 years ago, I used those contacts, people I knew. That’s why it means a lot.”
Hokanson said rather than traditional advertising methods, the company relies on connections that he’s cultivated for years to expand their business.
“Most of the stuff that we do, honestly, I want to say it’s word of mouth, or it’s advertising where people know who we are, and they share us with other people,” he said.
Aside from attire, the company has other outlets like The Ticket Sportsradio station and The Dumb Zone podcast, where they’re constantly looking for ways to encourage people to purchase products.
Zenubi Dia, business management and marketing senior, said he frequently attends basketball games and while he never buys merchandise, he has received many free items throughout the years.
“Most of [UTA fans] are happy because it was a free item. It’s a promotional item. You can see when they just throw out shirts at a game how people react,” Hokanson said.
Feldman said UTA students and fans should absolutely want to purchase university merch and swag.
“This is your school. This is your community,” he said. “And this is your chance to make a statement that you take pride in this institution, your degree, and the student athletes and coaches that represent all of us on a national stage.”
Dia said he thinks UTA Athletics should market players and gear more so people feel inclined to purchase items.
“People probably don’t even know that we even sell jerseys, realistically,” he said. “It’s just a matter of people not knowing, so you have to literally put it in people’s face.”
As for eSix Sportswear, Hokanson loves the partnership with UTA Athletics, but he said it’s also about providing a great experience for students and fans.
“That’s what we’re trying to figure out, is how do we get students engaged with us in that regard?” Hokanson said. “We sell apparel, but we also like making it fun for students to do different things as well.”
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