On October 7, 2023, Iowa State University’s football team took the field to play the Jack Trice Legacy Game. For the Jack Trice 100 Commemoration committee and its agency partner, Meyocks, it was the culmination of a yearlong campaign to honor and promote the Jack Trice story—one of inspiring personal character, racial reckoning and student activism that’s just as relevant today as when Trice took the field 100 years ago. Jack Trice, Iowa State’s first Black athlete, died of injuries sustained in his first major college football game in 1923. He was 21. His life, tragically cut short, may have been forgotten if not for the generations of Iowa State students who relentlessly refused to let Trice’s legacy fade. After 24 years of sustained pressure, Iowa State’s stadium was renamed Jack Trice Stadium in 1997. Today, it remains the only major college football stadium named for an African American. Meyocks’ partnership with the Jack Trice 100 Commemoration committee included working directly with ISU to develop overall strategy, messaging, creative and programs to honor the Trice legacy. This included paid and social media, national media relations, package design and website (jacktrice100.com) development. Creative strategy was inspired by two primary elements: *The “I Will” letter written by Trice the night before his game – in part, it reads: “The honor of my race, family, and self are at stake. Everyone is expecting me to do big things. I will!” *The Chevron bars from the uniform style worn by Trice during the 1923 season.