BreakingT's 24/7/365 goal as a real-time sports brand is to go from "moment to market" with fan-friendly apparel in 24 hours or less. To illustrate that, here's a timeline of this week's Bryce Harper "Atta-Boy Harper" t-shirt:
Mon., 10/9 at 9:15 p.m. EST: Atlanta wins Game 2 of the NLDS in memorable fashion on a 8-5-3 double play that results in Harper getting doubled off of first base.
Tue., 10/10 at 9:07 a.m.: FOX Sports' Jake Mintz reports that Orlando Arcia "cackled emphatically about Harper's misfortune, bellowing 'ha-ha, atta-boy Harper,' repeatedly as reporters circled the [Braves locker] room."
Tue., 10/10 at 10:30 a.m.: BreakingT's product team is notified in Slack (via CrowdBreak) of "atta-boy Harper," with one savvy team member advising "to keep it in the bag if Bryce has a moment in this series."
Wed., 10/11 at 6:08 p.m.: Harper hits a mammoth home run and stares at Arcia as he's rounding second base.
Wed., 10/11 at 6:55 p.m.: Harper hits another home run and gives Arcia another staredown.
Wed., 10/11 at 9:12 p.m: BreakingT submits its "Atta-Boy Harper" shirt design to the MLBPA for licensing approval.
Wed., 10/11 at 9:55 p.m: MLBPA approves the "Atta-Boy Harper" shirt.
Wed., 10/11 at 10:15 p.m: The "Atta-Boy Harper" shirt goes live online at BreakingT.com and the Amazon Fan Shop and is shared with BreakingT retail partners.
Thu., 10/12 at 10:59 a.m.: The first "Atta-Boy Harper" shirts are printed outside of Washington, D.C., with a small batch going to BreakingT customer VIP Coach Rick as he hits the road to attend Game 4 in Philly.
Thu., 10/12 at 3:55 p.m.: Coach Rick and son arrive at the Bank, wearing "Atta-Boy Harper."
Thu., 10/12 at 4:12 p.m.: Coach Rick and son are interviewed about the shirts by NBC10 in Philly.
Thu., 10/12 at 6:08 p.m.: Twenty-four hours after Harper's first "atta-boy" homer and two hours before Game 4, the "Atta-Boy Harper" shirts are selling online and BreakingT is filling purchase orders from retailers, including Dick's Sporting Goods and Rally House.
And that's how BreakingT makes Wear the Moment® happen. Atta-boy, Harper!