Target Taps School Spirit with New NCAA Apparel Brand, The Wild Collective

Target is revving up its back-to-college playbook for 2025 with the launch of The Wild Collective, a new NCAA-licensed private label apparel brand. The move is part of a broader effort to capture school spirit and student spending by offering deeper discounts, expanded game day merchandise, and limited-time membership perks.

According to a company press release, Target will debut The Wild Collective on Sunday, a fashion-forward collection of men’s and women’s NCAA-licensed clothing available in select stores and online. The brand is a key addition to Target’s significantly expanded game day category, which now features three times more items than last year.

“As students head back to campus, Target is triple majoring in design, quality and value,” said Jill Sando, EVP and chief merchandising officer for apparel, accessories, home, and hardlines.

🎓 50% Off Membership for Students

In addition to the new merchandise, Target is also offering verified students 50% off its Target Circle 360 membership through September 13. The paid membership offers perks such as free same-day delivery, exclusive discounts, and faster checkout features, particularly attractive to time-strapped college students.

[Explore Target Circle 360 membership →]

🏪 Competitive Back-to-College Landscape

Target’s back-to-college strategy arrives as competitors also ramp up student-centric promotions. Just last month, Walmart unveiled price drops on 14 of the most in-demand school supplies, signaling fierce competition for Gen Z loyalty.

“Target remains a destination for many students and their parents... but there is far more competition these days,” said Neil Saunders, managing director at GlobalData. “It’s A for effort, C for execution.”

Still, Target’s long-term growth plan — a five-year initiative targeting over $15 billion in growth — includes $4 to $5 billion in annual investments across store upgrades, supply chain improvements, and tech modernisation.

🛍️ Retail Refresh Underway

The launch of The Wild Collective follows Target’s broader category revamp. Recent highlights include:

• Over 2,000 new baby items added this spring, increasing newness in the category by 30%

• Ongoing enhancements across gaming, beauty, toys, sports, and home

• Leadership shifts, including the exit of former Chief Strategy and Growth Officer Christina Hennington

For shoppers, this means more modern assortments and elevated, affordable styles across core lifestyle categories.

📊 Conclusion

By debuting The Wild Collective and sweetening deals for student shoppers, Target is positioning itself as a must-visit for college-bound consumers. However, with rivals like Walmart turning up the heat, Target’s success this season may come down to how well it can execute across value, style, and convenience.