Name: Erika Austin
Position/Institution: Manager of Trademarks and Licensing at Purdue University
Number of years in your position: 4 years
Alma Mater(s): IUPUI – BA in Journalism; Ohio University – Masters Sports Administration
Hometown: Indianapolis, IN
Twitter (personal): @eoz1068
Twitter (licensing): @reppurdue

1. Why did you become involved in ICLA?
I became involved in ICLA in 2003 when I started my licensing career as the Licensing Director at the NCAA. That position was my first job in licensing and I had a steep learning curve to overcome. The Collegiate Licensing Company (CLC) recommended that I join to help educate me on the industry and connect with licensees and licensing directors.

2. How has your involvement with ICLA influenced your career?
Being involved with ICLA has not only helped develop my knowledge of the industry and its standards, but also allowed me to be viewed as a trusted business advisor to many departments on campus. 

3. Why/when did you decide to pursue a career in collegiate licensing?
Honestly, my career in licensing found me instead of me finding it. I was working in corporate America, in marketing, after being out of collegiate athletics for five years. I was missing the sports industry. The position opened at the NCAA and although I had little knowledge about licensing, I felt compelled to go after it. After the first year, I remember saying, "I finally found my career!" Licensing allows me to use my marketing, communications, compliance, and athletics administration backgrounds.

4. What is the biggest challenge to working in a university environment?
From an internal licensing prospective, trying to learn "who is buying", "what are they buying", and "who are they buying from" has to be the most challenging. From a retail licensing prospective, fighting for key shelf space in the state of Indiana who has so many wonderful institutions with awesome brands, has to be the most challenging.

5. What is the most important skill you have developed in your career?
The most important skill that I have developed is "knowing and using your resources". There are so many times I'm faced with a puzzling situation.  Knowing and using my resources has helped me find solutions in many of those situations. The members of ICLA are my biggest resources.

6. When people come to you for help, what do they usually want help with?
Approving something they know probably isn't going to get approved but they are hoping I can find the "maybe". I like to work for the "maybe" instead of the "no"; so I look for options to accomplish what they are trying to do. 

7. Who has been the most influential person in your career?
I have had so many influential people in my career. Maybe too many to name. Craig Bohnert, (former supervisor from U.S. Canoe and Kayak Team) gave me my first internship in sports communication, which introduced me to that career which continued at University of Texas, University of South Carolina, and Georgia Tech. Collectively, my colleagues at CLC, Learfield Licensing and ICLA have influenced my growth in the licensing industry. I can attribute the majority of my successes to my village of supporters.

8. Who's your role model? Why?
Not to sound cliché, but my mother is my role model. She became a single mother due to divorce and worked three jobs just so my brother and I could have food to eat and a roof over our head. She started as a teller in a bank and worked her way up to Senior Vice President before retiring. When faced with adversity, she relies on her strong faith to get her through. She has beaten poverty, corporate politics, and cancer. She is a life survivor.

9. What is the best piece of advice you have ever received? What advice would you give to someone looking to enter the field of collegiate licensing?
Be willing to try something at least once — never get stuck with those 'what if' questions. If you want to venture into a different career or try a new hobby, then do what you can to experience it. For someone entering collegiate licensing, my advice would be join ICLA, get to know the licensing directors in your conference, and don't fall into the trap of thinking what is good for one university will be good for your university. Stay true to your university's brand.

10. In your opinion, where is collegiate licensing headed in the future?
With the proposed Name, Image and Likeness NCAA legislation, I think collegiate licensing will operate very similar to professional sports licensing. I wouldn't be surprised if a "player association" concept will be implemented in collegiate sports. I think a university's name and logo will lose equity as student-athletes NIL will be more profitable and in demand by consumers. The focus will be on the name on the back of the jersey instead of the name on the front of the jersey.

11. If you could choose one (1) amenity to add to the workplace, what would it be?
A cafeteria because there are days that I don't have time to run out for lunch and if I pack my lunch, I don't have the appetite for it when its lunch time.

12. What percentage of your work-week is spent in your office?
Pre-Covid, I would spend about 20 hours a week in my office and the other 20-30 hours visiting other campus buildings and conference rooms. During Covid, I have been working remotely but go into the office a couple hours each week to check my mailbox.

13. If you could turn any activity into an Olympic sport, what would you have a good chance at winning a medal for?
Garage Sale Hunting! I'm obsessed with going to garage sales. I get super excited if I find a hidden treasure or something that I can refurbish. I especially like the community garage sales and estate sales. I could spend an entire Saturday seeking garage sales. 

14. What's your favorite quote?
My favorite quote is actually a bible verse. "I can do all things through Christ who strengthens me" – Philippians 4:13. I have a plaque with the verse placed in each bedroom in my home so that my kids can recite it when facing adversity.

15. What hobby would you get into if time and money weren't an issue?
I would pick up ballroom dancing lessons. I would take enough lessons to enter competitions all over the US and have fabulous costumes. 

16. What is your favorite family tradition?
Every year on Christmas Eve, my family spends the night at my parent's house. My mother gets everyone Christmas PJs to wear that night.  She says it helps Santa find us. Seeing "this years" PJs is the highlight of our family. Some years the PJs are ugly and other years they are perfect but we all appease my mother and wear them.

17. What are you really good at that might surprise people?
Hosting children's birthday parties. My daughter had awesome parties when she was growing up with cool themes. I did a tea party one year where the kids came dressed up. We had a fashion show where they walked the red carpet. They decorated tea cups and saucers. I had the garage set-up like a restaurant and we did a table etiquette session with waiters (my mother and me) serving food. Should have made it my side hustle!

18. If you didn't have to sleep, what would you do with the extra time?
Organize my closet at home. I would love to have all those organizational totes, wooden hangers, clothes facing the same way, and purge the clothes that are out of style.

19. What is your biggest pet peeve?
When the gas station attendant takes too long to start the pump during Midwest cold winters.

20. What is your favorite binge-worthy show right now?
Right now, I'm addicted to Below Deck and all the Real Housewives except New York.