Situation: Caitlin Clark was about to break the NCAA’s Women’s all-time scoring record. With all eyes on Caitlin and a rush of excitement for women’s college basketball, we needed to find a way to cut through the congratulatory noise and speak to the true magnitude of her achievement.

Brief: Show the world that Caitlin Clark makes breaking records look easy.

Objective: Excite fans to inspire conversation about Caitlin Clark beyond her record-breaking moment.

The copywriting set out to highlight one simple truth: Caitlin Clark makes breaking records look easy.

How easy? As easy as breaking an expensive glass vase in a luxury store.

So we remixed the popular adage “You break it, you buy it” to do two important things:

Celebrate Caitlin’s record-breaking moment.

Illustrate what’s likely on the horizon for Caitlin: plenty of broken glass and many, many more accolades.

From that, the line “You Break It, You Own It” was born. Fans loved it so much that within minutes of us debuting the line during Caitlin’s post-game record celebration, people were online demanding that we release t-shirts featuring the line.