“Ohio State Aims to Make ‘THE Towel’ a Powerful and Unifying Symbol of Buckeye Pride, Passion, and Unwavering Fan Support at Every Gameday Across the Nation”
Every fall Saturday in Columbus, Ohio, the air becomes electric. The drumline rattles the stadium seats, the fans roar with anticipation, and the players, clad in scarlet and gray, prepare to defend one of the most hallowed traditions in college football. But for the 2025 season and beyond, Ohio State is introducing a new tradition with one simple but powerful goal—to give every Buckeye fan, no matter where they are, a visual rallying cry that unites the sea of scarlet into one singular voice. That new symbol is “THE Towel,” and the university wants it to become much more than just a piece of fabric. It wants it to be a powerful and unifying emblem of Buckeye pride, passion, and unwavering support.
Ohio State has always been a program rich in pageantry, steeped in rituals that span generations. From “Script Ohio” to “Carmen Ohio,” from Brutus Buckeye to the roar of the Shoe packed with over 100,000 screaming fans, the Buckeyes don’t lack for tradition. But in the ever-evolving landscape of college football, where fan experience is just as crucial as recruiting and on-field success, the university is turning its eyes toward enhancing how fans physically express their support. That’s where “THE Towel” comes in—not just as a merchandising item, but as a symbol that ties together the entire Buckeye community, from alumni in distant cities to freshmen experiencing their first home game.
The idea is simple but potent. Imagine the stadium on a crisp autumn afternoon, the team charging onto the field, and a synchronized wave of scarlet towels twirling in unison from the stands. It’s not just a stunning visual spectacle; it’s a signal—to the team, to the opponent, and to the millions watching at home—that Buckeye Nation is united, loud, and proud. It evokes memories of similar traditions at places like Pittsburgh with the Terrible Towel or Texas A\&M’s white-out towels, but Ohio State is positioning “THE Towel” as uniquely its own, deeply rooted in the school’s values and branding.
The university’s athletic department, spearheaded by Athletic Director Ross Bjork, is spearheading the initiative as part of its broader efforts to enhance the gameday experience. Dubbed “Tradition Evolved,” this season-long campaign aims to preserve the legacy of Ohio State football while introducing modern enhancements that elevate fan engagement. “THE Towel” is one of the cornerstones of this strategy. Bjork and his team understand that in a sport where atmosphere can influence outcomes, the collective energy of the crowd can become a game-changer. Giving fans a unified, physical symbol to wave and rally behind is one way of ensuring that every game feels monumental, no matter the opponent.
From a strategic standpoint, the rollout of “THE Towel” has been thoughtful and targeted. Ohio State has partnered with major sponsors to ensure towels are widely distributed and easily accessible. Season ticket holders will receive commemorative towels with their packages. Student sections will be supplied en masse, with towels available on seats or handed out at entry gates. For fans watching at home, “THE Towel” will be made available online and in campus stores, encouraging them to participate from afar, building a bridge between in-person and remote support.
The marketing campaign surrounding the towel taps into the university’s branding as well. Dubbed “WAVE THE TRADITION,” the campaign showcases the towel not just as a celebratory item, but as a connection to the school’s storied history. The towel features the iconic Block “O,” often accompanied by phrases like “Unite the Shoe” and “Bleed Scarlet, Wave Proud.” Each towel design release is meant to feel collectible, a piece of Buckeye history fans will cherish, frame, or bring back to future games. And in typical Ohio State fashion, there’s an emphasis on excellence—even in towel design. Every detail, from stitching to fabric texture, has been carefully selected to ensure the towel isn’t just functional but also emblematic of the university’s high standards.
But perhaps most importantly, “THE Towel” is being framed as a tradition that belongs to the fans themselves. This isn’t a corporate gimmick or a top-down mandate—it’s an invitation to every member of Buckeye Nation to take ownership of their gameday experience and become a living part of Ohio State’s story. Social media campaigns have already begun to show families waving the towel at tailgates, alumni repping it in different states, and even Buckeye babies gripping it from their car seats. The symbol is spreading, and with each wave, it strengthens the bond that fans share with the program and with each other.
For the players, seeing the stadium lit up with thousands of towels spinning creates an immediate sense of motivation. It turns each home game into a visual fortress, a swirling tide of energy that makes opponents feel the pressure. Several members of the current roster have spoken publicly about how the atmosphere in the Shoe can feel like a “12th man,” and the introduction of “THE Towel” only amplifies that sensation. For many players, the tradition-in-the-making is a reminder that they are playing not just for themselves, but for the millions who came before them and the millions who will follow.
The coaching staff is also fully onboard. Head coach Ryan Day has praised the idea for reinforcing the unity of the Buckeye family. In press briefings, he’s mentioned how the towel serves as a visual metaphor for what he demands from his team—synchronicity, passion, and relentless effort. The towel isn’t just about gameday theatrics; it’s about creating a culture where everyone moves with the same purpose and energy. Day often speaks about the power of alignment within the program, and “THE Towel” reflects that idea in the stands, tying the fate of the team to the energy of its fans.
Moreover, Ohio State sees long-term potential in “THE Towel” to grow into one of the most recognizable traditions in college football. Already, discussions are underway about incorporating towel designs for specific games—rivalry matchups like the annual showdown with Michigan, Big Ten Championship appearances, and bowl games. The towel can become a narrative device, marking chapters in Ohio State’s football saga with special editions and custom themes. It’s a marketing goldmine, yes, but more than that, it becomes a living, evolving artifact of the Buckeye journey.
There’s also a charitable dimension being explored. The university is in discussions about using limited-edition towel releases to raise money for scholarship funds, local charities, and athletic department initiatives. In this way, “THE Towel” isn’t just a product—it becomes a platform for impact. Every wave in the stadium could represent something larger: a donation made, a student helped, a community supported. That kind of synergy between fandom and philanthropy is rare, and it’s exactly the kind of holistic thinking that has long set Ohio State apart.
Of course, any new tradition takes time to settle into the cultural DNA of a fanbase as large and proud as Ohio State’s. Some fans may view it with skepticism or resist the shift away from older customs. But the response so far has been overwhelmingly positive. Social media hashtags like #WaveTheTradition and #THETowel have already begun trending on gamedays, and footage of packed stands swaying in unison with towels in the air has drawn praise even from rival fanbases. It’s that kind of buy-in, slowly built week by week, that will determine if “THE Towel” stands the test of time.
In the grand scheme of Ohio State’s football legacy, “THE Towel” might seem like a small addition. But the Buckeyes know better than to underestimate the power of a symbol. Just like the Block “O,” the Victory Bell, or the echo of “Hang on Sloopy” from the student section, the things that start as small rituals often grow into sacred traditions. “THE Towel” is poised to do just that—to become part of the visual identity of Buckeye football, a shared motion that echoes across generations and geographies.
When fans wave it, they wave for Archie Griffin and Eddie George, for Woody Hayes and Urban Meyer, for the up-and-coming stars of today and the legends still etched in the stone of Ohio Stadium. They wave for history, for pride, and for the pursuit of greatness. In the Buckeye State, football is more than a game—it’s a calling, a culture, a binding force. And now, with “THE Towel” in hand, that force is only growing stronger.
