Fred de Sam Lazaro | Feb. 18, 2014 | PBS
Football is a big money-maker for University of Notre Dame. The storied Fighting Irish name is a lucrative brand in the $4 billion-a-year business of licensed apparel.
In the campus bookstore, one display is trying to stand out in a crowded space.
"Every garment has a hangtag on it, has a picture of one of our employees," says Joe Bozich, the founder and CEO of Knights Apparel, which owns Alta Gracia. "One of the hangtags says, 'My son goes to school because of these clothes.' Another one might say, 'I can afford food, clean water, and medicine for my children when they’re sick because of your purchase of these clothes.'"