At 2 p.m. on a not-too-hot, not-too-cold, perfect-weather April Wednesday in Baton Rouge, LSU student Harry Mulcahy staked his spot in line at the Barnes and Noble Bookstore to wait.
He heard that Travis Scott was coming to town.
"I want to be the first person to see him," Mulcahy said.
Eight hours later, just around midnight, Mulcahy was.
Hundreds of students line up waiting for the doors to open as Travis Scott celebrates the launch of his limited run LSU clothing line before midnight, Wednesday, April 3, 2024, at the LSU Bookstore in Baton Rouge, La.
More than 300 eager students gathered at the bookstore in anticipation of the midnight drop for the rapper and 10-time Grammy nominee's new collegiate clothing line under his brand Cactus Jack.
"Jack Goes Back to College: Utopia University" is a collaboration between Cactus Jack; Lids, an American retailer specializing in athletic headwear; Mitchell & Ness, a sports-related clothing company; and Fanatics, a manufacturer and online retailer of licensed sportswear.
Fanatics CEO Michael Rubin and Scott kicked off a college campus tour at LSU to promote the Cactus Jack collaboration. From 2 p.m. to midnight, students formed a hungry crowd outside the bookstore, hoping to get a glimpse of Scott and shop his merchandise.
Some of the hundreds of students peer through the windows as Travis Scott celebrates the launch of his limited run LSU clothing line just after midnight, Thursday, April 4, 2024, at the LSU Bookstore in Baton Rouge, La.
Earlier in the day, fans thought Scott made a premature appearance to greet fans. Students scurried out of line to meet him, including Alexis White, a sophomore at LSU, and Alia Ford, a freshman, who arrived at 5 p.m.
"I rolled up at 5 p.m. thinking I'd be so early," White said. "I was wrong."
To much dismay, the appearance was a prank constructed by a YouTuber who goes by "26 Mic." In a TikTok video, he's seen posing for pictures with students and signing items.
Alexis White, left, and Alia Ford wait in anticipation for Travis Scott's "Jack Goes Back to College: Utopia University" clothing line drop at LSU.
White and Ford opted to stand on a bench to overlook the crowd after pandemonium ensued with the fake Travis Scott.
"We were hoping to get merch, but we got separated," Ford said. "I'm terrified for when they open those doors."
The real Scott showed up around midnight, along with Ryan Clark, former professional football player who played for the Tigers. Several times, Clark hyped up the crowd that bubbled outside in the courtyard, which also featured music from a DJ.
Travis Scott amps up some of the hundreds of students lined up waiting for the doors to open for the launch of Scott’s limited run LSU clothing line before midnight, Wednesday, April 3, 2024, at the LSU Bookstore in Baton Rouge, La.
Inside the bookstore, Scott and his team waited in anticipation for fans to shop the clothing line, which includes sweatshirts, hats, backpacks, shorts, sweatpants and more that feature LSU in stick-like letters and vintage, sailor hat tiger embellishments.
Lids president Bob Durda said the collaboration was a year in the making with 60 schools nationwide in partnership with Barnes and Noble. The first stop at LSU was intentional.
"There's nothing better than being with the SEC," he said.
Merchandise awaits eager students as Travis Scott celebrates the launch of his limited run LSU clothing line just after midnight, Thursday, April 4, 2024, at the LSU Bookstore in Baton Rouge, La.
According to Fanatics, the limited-edition collection is also available for purchase online, select Lids locations and campus bookstores operated by Barnes & Noble College at participating universities, as well as Fanatics.com.
When the clock struck midnight in Baton Rouge, 50 students at a time were allowed to enter to shop. Just like he hoped and planned, Mulcahy was first in line to greet the rapper. He posed for photos, exchanged words and even got Scott to sign his arm.
"I'm so excited," Mulcahy exclaimed.
Travis Scott signs merchandise during the launch of his limited run LSU clothing line just after midnight, Thursday, April 4, 2024, at the LSU Bookstore in Baton Rouge, La.
Throughout the night, Scott signed other memorabilia items for fans: shoes, shirts, albums and the like. Heisman Trophy winner Jayden Daniels and reigning NCAA women's basketball national champions Angel Reese, Amani Bartlett, Last-Tear Poa and others were there to work registers for flabbergasted fans.
"Next on the Barbie aisle," Reese shouted to customers.
After the bookstore event, Scott headed over to Tigerland and performed at Fred's. Rubin and Scott have visits scheduled at the University of Texas and the University of Southern California for similar events.
Burning the midnight oil, for sure.
