adidas ransom How a chain helped UM regain its swagger
The chain, which is stored in Diaz’s traveling humidor, spends the week in a secret place and comes out only on game day. It has taken on a life of its own. There are knockoff chains popping up all over town. Williams’ company Dyme Lyfe also has a licensed turnover chain shirt. Harry Rothwell, manager at AllCanes sporting goods store just off campus, has sold 300 to 400 turnover chain shirts per week since the season began.
“This is like the UM of old,” Campbell said. “This chain is fly. Every young guy, whether you’re black, white,
or purple, wants a Cuban link. It’s a symbol of success if you’re a rapper, on Wall Street or a football player. Now, these players are laying their body on the line to get a turnover because they want to wear that chain. The fun is back. We invented swag, but then the powers that be at the university turned us into cookie cutters. And now, Richt came in and allows us to do something politically correct, with swag, that doesn’t disrespect anybody. It’s so perfect.”