Looking to capitalize on the dedicated fans of both the rapper and several powerhouse colleges, Fanatics and Travis Scott’s Cactus Jack brand released school-specific apparel and headwear earlier this month.

The “Jack Goes Back to College” collection from Cactus Jack and Fanatics proved popular at campus bookstores.

The “Jack Goes Back to College” collection flew off the shelves at campus bookstores nationwide, with students lining up overnight for first dibs on the logoed items. Twenty-eight schools, including sports heavyweights like the University of Georgia, Michigan, Texas and Southern California, participated in the merch collaboration. Each received “unique, specially designed products,” according to a press release from Fanatics.

In partnership with Mitchell & Ness and Lids (of which Fanatics is a majority owner), the line featured baseball and snapback caps, crewnecks, hoodies, T-shirts, sweatpants, basketball shorts and backpacks branded for each school.

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The limited-edition collection of apparel and headwear showcased reimagined logos, where original imprints were tilted, faded or covered in jagged, oversized faux-stitching to fit with Cactus Jack’s undone aesthetic.

Original retail prices ranged from $68 to $180 in stores and on the Fanatics website, but styles quickly sold out after their April 4 release. You can now find a University of California at Berkeley hoodie for no less than $600 and Boston University basketball shorts for over $350 on resale site StockX.

Alongside fanatics CEO Michael Rubin, Scott traveled to Louisiana State University, the University of Texas at Austin and the University of Southern California to promote the line. Current athletes and alums like LSU’s Angel Reese and Jayden Daniels and USC’s JuJu Watkins joined Scott, who signed merchandise and took photos with fans.

. @LSU that was wild!!! Energy from the crowd outside the bookstore was insane - had thousands lined up 9 hours before opening! Entire collection available today at 1pm/ET on https://t.co/sMibHDP0HA pic.twitter.com/a7mLy9wkGZ

— Michael Rubin (@michaelrubin) April 4, 2024

Since Cactus Jack’s founding as a record label in 2017, Travis Scott has been no novice to high-profile brand collaborations. The label-turned-brand has collaborated with McDonald’s, Nike, Hot Wheels, Dior and more for numerous product launches.

Scott is also no stranger to controversy. The Houston rapper has been embroiled in legal troubles since his hometown Astroworld music festival resulted in 10 deaths and hundreds of injuries from crowd crush in 2021. Although a judge dismissed several lawsuits against Scott and parties related to the festival, the first Astroworld-related trial is scheduled to begin next month.

Fanatics has also received its fair share of criticism. The brand’s Major League Baseball uniforms have faced flak from fans and players alike for looking and feeling “cheap” and retaining rather than repelling sweat. The multibillion-dollar company has also been accused of monopolizing the sports trading card market.

Leveraging the built-in, young and energetic fanbases of colleges and universities, Cactus Jack and Fanatics have been able to transcend their various controversies and position themselves behind a bulletproof brand like the University of Georgia. The merchandise’s reimagined, repositioned collegiate logos also inject hype into legacy organizations. And given the line’s sold-out status and exorbitant resale prices, it’s worked.