There’s a lesson here for every program at Syracuse University:
This is how you market in 2026.
Not with some stiff press release. Not with another generic hype video.
With personality, stars, and social media instincts.
And Gary Gait and Syracuse Orange men’s lacrosse absolutely nailed it.
Before Syracuse wrapped up the regular season against Notre Dame Fighting Irish men’s lacrosse, the Orange sent former NFL head coach Jon Gruden a box of team gear.
Simple idea.
Massive payoff.
Because Gruden didn’t just post it — he turned it into full influencer-mode content with an “unboxing” video, one of the most effective social media formats right now.
And Syracuse crushed the execution.
Autographed helmet.
Multiple hats and shirts.
A Syracuse lacrosse stick featuring a Gary Gait signature shaft and a Powell signature head.
This. Is. Storytelling.
This is understanding your brand.
And Gruden delivered his part. He didn’t just fake enthusiasm and say “cool stuff.” He knew the program. He talked about Gait by name. He had genuine enthusiasm and made it fun.
He shouted out Joey Spallina, Jimmy McCool and current players.
He referenced former legends like the Gaits, Powells and Jim Brown. He gave us an “Air Gait.” He listed the Final Fours and tournament appearances. He understood what Syracuse lacrosse actually means.
That made it authentic.
That made it valuable.
And the numbers prove it:
- Nearly 200,000 views on Twitter
- Nearly 7,000 likes on Instagram
- 4,000 likes on The Lacrosse Network’s TikTok
- 28,000 views on Gruden’s personal TikTok
This could be a TedTalk on building brand awareness in the modern sports age. It was all organic hype about a program entering the postseason.
Modern recruiting isn’t just relationships anymore — it’s visibility. It’s relevance. It’s cultural presence.
A high school player scrolling TikTok sees Jon Gruden geeking out over Syracuse lacrosse gear and suddenly the Orange feel bigger. Cooler. Louder.
Recently Syracuse has at times felt behind the curve in how college sports markets itself.
This was sharp. This was modern. This was smart.
Props to the program for understanding the moment.
And props to Gruden for not mailing it in — for actually knowing the sport, knowing the names, and making it feel real.
Syracuse lost to the Irish but won the week on social. Let’s carry this momentum into the ACC Tournament.
