Ohio State hopes to make THE Towel a staple among fans, symbolizing their unwavering support for the Buckeyes every game day.
Ohio State University has long been known for its passionate fan base, storied football program, and rich traditions that stretch back generations. Whether it’s the iconic “Script Ohio,” the roaring chants of “O-H-I-O” echoing through the stands, or the sea of scarlet and gray on fall Saturdays, the Buckeye spirit is unmistakable. Now, the university and its athletics department are hoping to add another iconic symbol to that legacy—THE Towel. More than just a piece of fabric, THE Towel is being positioned as a powerful, visible representation of fan unity, pride, and unwavering support for Ohio State athletics, particularly the football program.
The vision is clear: turn THE Towel into a tradition. Not just something you pick up on a whim or wave once in a while, but a consistent, must-have item for every Buckeye fan attending games in Columbus and beyond. The goal is to make it as integral to the fan experience as wearing team colors or singing the alma mater after a win. To achieve that, Ohio State is working to embed THE Towel into the very culture of fandom around its football program. Every cheer, every touchdown, every defensive stand—THE Towel is meant to be there, waving in unison with tens of thousands of hands as a visual symbol of unity and devotion.
The introduction of THE Towel is not just a marketing campaign. It’s a deliberate effort to rally the fan base around a new shared tradition that captures the emotion, intensity, and pride of being a Buckeye. The hope is that, with time, THE Towel will become instantly recognizable in the same way the Terrible Towel has for Pittsburgh Steelers fans or how towels have become staples at college basketball whiteouts. The power of a unified visual gesture—waves of scarlet towels moving in harmony—can energize players on the field and create an intimidating atmosphere for visiting teams. It can turn an already electric crowd into a storm of noise and movement, amplifying the home-field advantage that Ohio Stadium is known for.
Ohio State’s athletic department understands the power of tradition. After all, it is a program that’s been built on them. From the annual clash with Michigan to the pageantry of the band, the school has always celebrated and protected what makes it unique. THE Towel fits right into that mindset. It’s not meant to replace any existing traditions, but rather to enhance the experience and create something that future generations of fans can embrace as their own.
The rollout of THE Towel will be gradual but deliberate. At key home games, fans will receive THE Towel as part of special promotions or giveaways. These towels, emblazoned with Ohio State branding and motivational messages, are meant to be waved proudly from kickoff to final whistle. But more than just a free item, THE Towel is being framed as a badge of honor—a mark of commitment and enthusiasm for the team. Fans are encouraged to bring their towels back week after week, game after game, to create a consistent and powerful visual identity in the stands.
Social media will play a major role in spreading the tradition. The university plans to encourage fans to post videos and photos of themselves waving THE Towel, tagging official Ohio State accounts, and using dedicated hashtags. By creating a digital echo of the physical tradition, the university hopes to foster a sense of inclusion that reaches fans who may not be able to attend games in person. Whether you’re watching from the student section or your living room, waving THE Towel will become a symbol of shared energy and commitment.
Coaches and players are also expected to buy into the movement. Already, members of the team have expressed appreciation for the added energy that a crowd can bring when it is fully engaged. Seeing thousands of towels in motion, especially during pivotal moments, can offer a psychological boost to the home team while applying extra pressure to opponents. The players feed off the crowd, and THE Towel offers a tangible way for fans to make their presence felt—not just through noise, but through coordinated visual support.
Ohio State is well aware that traditions don’t become traditions overnight. It takes time, consistency, and most importantly, buy-in from the fans. That’s why the university isn’t just handing out towels and hoping for the best. There’s a clear strategy in place to elevate THE Towel from novelty to necessity. The messaging around it will be persistent and passionate. Coaches will talk about it during press conferences. The team might include towel-waving into pregame rituals. The marching band and cheerleaders could help lead the charge by incorporating THE Towel into performances and crowd prompts.
There is also an educational component involved. New students, incoming freshmen, and first-time attendees will be introduced to the tradition from day one. During orientation or game-day walkthroughs, they’ll be taught not just the fight song or the alma mater, but also the story behind THE Towel—why it matters and what it symbolizes. The more the story gets told, the more it becomes ingrained in the culture of the university. Alumni, current students, and lifelong fans alike will all have a role in carrying the tradition forward.
THE Towel also opens the door to creative collaborations and merchandise opportunities. Special edition towels could commemorate big games, rivalries, or championship seasons. Fans might begin to collect them, not just as functional tools for cheering, but as memorabilia that marks their journey with the team. Over time, the simple towel could become a cherished keepsake—just like a ticket stub from a memorable game or a signed jersey. In this way, THE Towel isn’t just about the now; it’s about building lasting memories that fans can pass down to future generations.
The potential goes beyond just football. Ohio State hopes THE Towel can become a broader symbol of athletic pride, showing up at basketball games, wrestling meets, and even Olympic sports. It could represent the full spectrum of Buckeye excellence. Just as the scarlet and gray colors belong to every sport and every athlete representing the university, THE Towel, too, could become a universal badge of pride for the entire Ohio State community.
There’s also a philanthropic angle being considered. In the future, sales of official towels could be tied to scholarships, athletic programs, or community outreach initiatives. Fans wouldn’t just be showing support in the stadium—they’d be contributing to the future of the university. This added layer of meaning could further strengthen the bond between fans and the institution they love.
In an era when college sports are constantly evolving—from conference realignments to NIL deals to playoff expansions—it’s more important than ever for programs to hold onto the traditions that give them identity. Ohio State has always understood that its greatest strength lies in its people: the students, alumni, fans, and athletes who pour their hearts into the scarlet and gray. THE Towel is just the latest chapter in that story—a new way to celebrate old values, a fresh expression of the same deep-rooted loyalty that’s made Ohio State a powerhouse for generations.
Of course, not every fan will be on board from day one. Some might resist the change or question the need for a new tradition. But traditions aren’t always born from necessity—they’re born from passion, repetition, and a shared sense of belonging. If enough fans believe in the purpose of THE Towel, if enough moments are marked by its presence, it will slowly take its place among the rituals that define Buckeye football. And one day, when fans look back at a decade of thrilling wins and unforgettable seasons, they might remember not just the plays and the players—but the feeling of standing with thousands of others, towels raised high, united in pride.
In the end, THE Towel is about more than fabric. It’s about connection. It’s about declaring, without words, that you’re part of something bigger than yourself. That every cheer, every chant, every wave matters. It’s a movement waiting to take flight—and Ohio State is ready for its fans to lead the charge.
