In the spring of 2014, FOX Sports U students at The University of Missouri students were challenged to create a unique 360-degree branding campaign for FOX Sports Midwest through revamping #TeamSTL, which was a digital campaign already in circulation. The St. Louis Cardinals created #TeamSTL in conjunction with the St. Louis Blues and the St. Louis Rams in 2013. The hashtag is meant to showcase the support and respect each St. Louis team has for one another. Mizzou students focused on bringing the trend to life beyond social media.