How "Club Lit" has become Charlotte Football's Brand

A season review of how Coach Will Healy ignited pride and identity in the heart of fans and the team.

Photo: Charlotte Football

Charlotte 49 - 28 Gardener Webb

The new era of Charlotte Football had just kicked off as Will Healy's 49ers had beaten the Gardener Web Runnin' Bulldogs 49-28 in a sold-out Jerry Richardson Stadium. Running back Benny LeMay picked up two touchdowns and Wide Receiver Cameron Dollar averaged 11.6 yards per catch (ESPN). It was a dominant game on both sides of the ball and the fans knew after all this hype, we knew this was going to be a special team. But it wasn't what happened on the field that night that caught Niner fan's attention, but what happened in the locker room afterward. As Twitter was talking about the dominant performance on the field, a video emerged of

the new coach being carried around the room shirtless and dancing with the team. This seemed strange at first because this is the type of celebration you throw if you beat a rival or win a championship. But it became apparent to everyone that was the point: celebrate every victory as a team.

The atmosphere created that night instantly had fans excited for the season ahead and identity to thrive off. This was not close to the atmosphere left behind from former head coach, Brad Lambert, with so many "what if's" and "now what?", and with the appointment of the second-youngest head coach in the nation, Niner football had a very uncertain future. But with a victorious introduction and a dance party after, spirits began to rise after just one game.

A Brand and Identity

The 49ers had a rough start to the first half of the season starting 2-5. It seemed like it was going to be another season without making it to our first Bowl game. With losses to Clemson, App State, WKU, FIU, and FAU, the Niners were not playing with the same enthusiasm they had in victories against U Mass and Gardener Webb. The Club Lit atmosphere seemed to be dying off and fans were dying to see it again.

The victory we were waiting for came in the greatest comeback in program history. Charlotte rallied back after

being behind North Texas the entire game and won with 20 seconds left in the 4th quarter with a Hail Mary pass from QB Chris Reynolds to WR Victor Tucker. Not many fans had stayed to see the Niners grind their way to victory, but the images from the locker room told it all. The new Club Lit now featured a DJ, lights, and a brand new neon sign, which Healy said cost more than it should have. It is during this time that coach Healy gives his post-game talks and does not separate himself from the team celebrations, but rather, is the one climbing on top of the players' shoulders and is the life of the party himself.

Not everybody was on board with the celebrations and the reaction from Healy. There was a small group of

older fans who thought he was acting "childish" and saying, "I don't want my son to play for this kind of coach." But, this narrative did not last long once students, and many more fans, drowned out the little disapproval once we started identifying victory with Club Lit.

The school and athletic department quickly jumped on board Club Lit as well. The bookstore began producing apparel and students and fans got their Club Lit fix. Charlotte athletics started using the brand as a term for victory in any sports in general and Coach Healy became an icon for the new #GoldStandard that Head Athletic Director Mike Hill is bringing to Charlotte.

The Niners Go Bowling

The Niners would go on to 5-5 before their last home game against Marshall. This game was mounting up to be historic for the program as one more win would make the 49ers bowl eligible for the first time. The Niners had been rolling over their opponents, but Marshall was playing for the no. 1 spot in the east and they were heavy favorites to win.

The fans knew that a victory would lead to an inevitable rush on the field, not seen since the inaugural game in 2013, and the biggest party Club Lit had seen yet. As the rain poured that night, students relentlessly taunted the Marshall bench and the stadium "Forty-Niners" chant roared throughout the night. The Victory Bell rang all during the 4th quarter as the Niners dominated the Thundering Herd until the end and finished with a final score of 24-13. Fans and students rushed the field and for a little over an hour, everyone got to experience a little taste of Club Lit. Coach Healy was in tears as fans crowded around him and thanked him for the season, it wasn't over yet, but history had already been made.

Once the team had left the field and gone to the locker room, everyone logged into Twitter to see what Club Lit was up to that night. After a few road victories, Club Lit traveled and the party wasn't only tied down to just home games, so we knew that after such a historic win, the party was going to be unstoppable. If there was one image to describe the celebration that night, it was a shirtless Coach Healy with Norm the Niner's head-on.

The 49ers would go on to play in the Makers Wanted Bahamas Bowl, the first bowl game of the season, and lose to Buffalo 31-9. The Niner Nation faithful who attended the game (by rumor) broke the record for the highest attendance on record for the Bahamas Bowl. But while defeat was bitter, the accomplishments of Healy's 49ers was enough of a victory. From being 1-11 two seasons before and making it to our first bowl game, Club Lit is here to stay.

The Future of the Culture

Once the signing season began for high school football prospects began, Club Lit was back in action. Once players committed to Charlotte Football, the social media pages for the team gave a shout out to all the players who had committed with the Club Lit theme. This small step has shown the intent of the team and the coaches because every player is going to be important, and this is the narrative that comes with Club Lit.

Once the signing season began for high school football prospects began, Club Lit was back in action. Once players committed to Charlotte Football, the social media pages for the team gave a shout out to all the players who had committed with the Club Lit theme. This small step has shown the intent of the team and the coaches because every player is going to be important, and this is the narrative that comes with Club Lit.