In the world of business education, innovation often comes from breaking down silos and getting hands-on. This past semester, Hult International Business School did just that—teaming up with Crown Legends for a cross-program challenge that gave students a real taste of creative teamwork (and a shot at redesigning a Boston icon). 

Real-world collaboration, Hult style 

This game-changing business challenge wasn’t just an academic experiment. It was a deliberate strategy to mirror the realities of modern business environments, where departments must seamlessly collaborate to drive innovation and success. 

The Crown Legends challenge brought together students from Hult’s Master’s in Management (formerly Master’s in International Business) and Master’s in Marketing programs and centered around an iconic piece of Boston sports culture: the iconic Boston Red Sox baseball hat. While this might seem like a straightforward design task, the complexity lay in how each program approached the challenge through their unique academic lenses, creating a rich tapestry of perspectives and methodologies. 

Real-world mentorship from industry pros 

The partnership began with an energizing kickoff event, where Crown Legends co-founders Al Objio and Manny Gonzalez personally introduced the challenge to students. Their presence wasn’t just ceremonial—the entrepreneurs actively engaged with students, sharing insights about their startup journey, the challenges of building a brand in a competitive market, and the importance of understanding cultural nuances in design. 

Throughout the challenge, students received unprecedented access to industry expertise. Lead designers Francis Concepcion and Marquis Greene dedicated considerable time to working directly with each group, providing professional feedback on hat designs and sharing insider knowledge about the design process. This wasn’t theoretical learning; it was hands-on mentorship from professionals actively working in the field. 

The experiential learning extended beyond the classroom when students visited the Crown Legends store, immersing themselves in the brand’s retail environment and gaining firsthand understanding of how their designs would translate into real-world customer experiences. 

The power of diverse perspectives 

Perhaps the most remarkable aspect of this business challenge is how it leveraged Hult’s greatest asset: our international diversity. Students from diverse cultural backgrounds brought their unique perspectives to what might otherwise be considered a purely American sports icon. The Red Sox hat, while deeply rooted in Boston baseball culture, became a canvas for global creativity and multicultural business thinking. 

This international component transformed the challenge from a straightforward design exercise into a masterclass in global business strategy. Students didn’t just consider aesthetics; they examined cultural symbolism, international market appeal, and how traditional American sports imagery could resonate with diverse global audiences. The multicultural lens brought depth to solutions that purely domestic perspectives might have missed. 

Bridging academic theory with professional practice 

The structure of the challenge allowed students to apply theoretical knowledge from their core classes in a practical, high-stakes environment. Marketing students naturally focused on marketing strategies, brand positioning, and consumer behavior analysis, while management students focused on international business implications, supply chain considerations, and global market entry strategies. Both groups were required to work together, sharing insights and building comprehensive solutions that addressed multiple business dimensions simultaneously. 

This cross-pollination of expertise created learning opportunities that extended far beyond what either program could offer in isolation. Students discovered how marketing insights inform international business decisions and how global business strategies impact marketing execution. These are the kinds of interdisciplinary connections that define successful business leaders in today’s interconnected marketplace. And it’s what Hult does best. 

Looking ahead: From classroom concept to Crown Legend product 

The ultimate validation of this educational experiment will come in August 2025, when the winning hat design becomes available for purchase in the Crown Legends shop. 

This transition from academic project to commercial product represents the highest form of experiential learning: seeing student work enter the marketplace and compete in the real economy. Learners will have the opportunity to see their collaborative efforts materialize into tangible business results. It’s one thing to receive a grade on a project, but it’s entirely another to see consumers choosing to purchase something you helped create. 

The future of business education 

The success of this Crown Legends partnership suggests a powerful model for future business education initiatives. By combining cross-program collaboration, authentic industry partnerships, international perspectives, and real market outcomes, Hult creates learning experiences that truly prepare students for the complex, collaborative nature of modern business. 

As we await the August launch of the winning design, this challenge has already achieved its primary objective: demonstrating that the most powerful learning happens when academic silos are broken down, industry expertise is integrated, and diverse perspectives are celebrated. The students involved didn’t just complete an assignment. They participated in a transformative educational experience that mirrors the collaborative and innovation-driven nature of contemporary business practice.