How a Marketing Message Became The Greatest Show in College Sports™

UNIVERSITY PARK, Pa. – For the 15th time, White Out conditions are expected in Happy Valley in time for No. 24 Iowa to roll into town. For James Franklin and his Penn State Football program, the White Out embodies a fanbase’s passion and a community’s pride.

“We are very appreciative of having one of the best environments in all of sports,” Franklin said at his weekly press conference regarding the White Out’s impact in Happy Valley.

You have probably seen this mantra circulating around from Penn State Athletics’ social channels: ARRIVE EARLY. BE LOUD. WEAR WHITE.

These simple commands speak volumes to the Penn State faithful. The tradition, born out of a stagnant student turnout from seasons of underperformance, has evolved into “The Greatest Show in College Sports,™”

For Guido D’Elia, Penn State’s former director of branding and communications, seeing a quiet Beaver Stadium crowd back in 2004 prompted him to think of a solution that all students could buy into with a minimal barrier to entry.

The hook: Everyone owns a white t-shirt – why not wear it to the game?

And so the White Out was formed. It evolved from a student section tradition to a full-stadium affair in 2007 versus Notre Dame with a dominant 31-10 victory. As the White Out’s popularity increased, so did Beaver Stadium’s intimidation factor.

Fast-forward to White Out 2023, where the Nittany Lions host Iowa on Sept. 23 at 7:30 p.m. Rain is expected in the forecast, but nothing can stop fans from creating havoc in Beaver Stadium on Saturday – just ask the football staff:

https://x.com/PennStateFball/status/1704973221106512128?s=20

Franklin’s admiration has grown considerably for the White Out since being in Happy Valley for 10 years at the helm.

“You’ve got to appreciate winning and what winning takes,” Franklin said.

He prioritizes fostering genuine bonds with his players and taking an interest in their athletic and academic pursuits. Those connections open the door for tough coaching ahead of a matchup opponent like Iowa.

For Redshirt freshman Olaivavega Ioane, living with fellow offensive linemen Dominic Rulli, Drew Shelton and quarterback Drew Allar means having discussions on their living room couch about games and growing closer off the field as a team.

These bonds will help the Nittany Lions stay disciplined once the spectacle of fireworks and serenade of Zombie Nation subsides.

Franklin said the stadium atmosphere shouldn’t be taken for granted by himself, his coaches or fans flocking to Beaver Stadium. Rather, utilize the impending avalanche of sound as fuel to continue the White Out’s legacy as the epitome of college football.

“I want our players and our fans to take 30 seconds in the beginning and take it all in,” Franklin said. “Then after that, it’s about execution.”

Emma Holtz is a senior majoring in public relations. To contact her, email emma.holtz01@gmail.com