The Client

Founded in 2015 by Colby and McKenzie Bauer in their apartment, Thread Wallets began with a simple mission: create the world's thinnest, most functional wallet. Their innovative elastic wallets quickly gained a cult following for combining minimalist design with maximum functionality, fitting seamlessly in front pockets while holding everything from cards to cash to keys. What started as a solution to bulky, uncomfortable wallets has evolved into a lifestyle brand that's redefined everyday carry essentials, earning features in major publications and becoming a favorite among those seeking to simplify their lives without sacrificing style.

The Challenge

Thread Wallets recognized early that collegiate licensing could be a natural extension of their brand—after all, their slim, versatile wallets were perfect for students navigating campus life. They began managing licensing in-house, securing agreements with a handful of local colleges and universities in Utah and surrounding states. The initial response was promising, confirming their instinct that fans wanted a sleek, practical way to show team pride.

However, what started as a manageable side project quickly became an operational bottleneck. Managing even a small portfolio of licenses required constant attention to different IP managers' requirements, approval processes, and compliance standards. Their team found themselves drowning in paperwork, spending hours on royalty reports, product approvals, and categorical clearances instead of product development and brand growth. Each new license application meant navigating a different set of rules, timelines, and relationship dynamics.

The breaking point came when Thread Wallets realized they were turning down expansion opportunities simply because they couldn't handle the administrative burden. Major universities were interested, but the company couldn't justify pulling more resources away from their core business to manage the increasingly complex web of licensing requirements. They had proven the concept worked but hit a ceiling on growth—stuck between abandoning their successful licensing program or letting it consume their lean team's bandwidth.

The Solution

Thread Wallets partnered with Onbase to transform their modest licensing program into a national powerhouse. Recognizing the strong foundation Thread had already built, Onbase developed a comprehensive strategy to scale their success:

• Portfolio Optimization: Taking over management of existing licenses while streamlining all compliance and reporting requirements

• Aggressive Expansion Strategy: Identifying and securing high-value licensing opportunities at major universities across the country, focusing on schools with strong merchandising programs and engaged fanbases

• Multi-Conference Coverage: Systematically expanding Thread's presence across SEC, Big Ten, ACC, Big 12, and Pac-12 schools through relationships with CLC, Affinity, Fanatics, and other IP managers

• Product Development Support: Coordinating approvals for new wallet designs and colorways across their entire portfolio, enabling Thread to innovate without administrative delays

• Retail Channel Expansion: Opening new distribution opportunities beyond Thread's direct-to-consumer model, including campus bookstores and licensed merchandise retailers

• Complete Backend Management: Handling all royalty calculations, reporting, and compliance requirements across every IP management organization

This partnership allowed Thread Wallets to maintain their lean operational approach while dramatically scaling their licensed products division.

The Results

The Onbase partnership delivered transformative growth that exceeded all expectations:

• Explosive Portfolio Growth: Expanded from a handful of local licenses to 75+ universities nationwide, including many of the biggest schools in the country

• National Brand Presence: Transformed from a regional licensed vendor to a nationally recognized player in collegiate accessories

• Operational Efficiency: Completely eliminated the administrative burden that was threatening to derail their licensing program, freeing their team to focus on innovation

• Premium Market Position: Established Thread as the go-to choice for fans seeking sleek, minimalist team accessories that fit their modern lifestyle

• Revenue Multiplication: Licensing revenue grew exponentially while operational costs related to licensing management actually decreased

• Major Conference Penetration: Secured partnerships with flagship universities across every major athletic conference

• Speed to Market: New product designs now move from concept to approval in weeks rather than months

By partnering with Onbase, Thread Wallets achieved what seemed impossible when managing licensing internally—massive scale without sacrificing their core business focus. Their journey from struggling to manage a handful of local licenses to thriving with 75+ major universities proves that the right partner can unlock exponential growth. Thread's innovative products are now available to millions of fans nationwide, all because they found a way to grow their licensing program without growing their licensing headaches. As Thread continues to revolutionize everyday carry essentials, they're bringing their minimalist philosophy to maximum markets, proving that sometimes the thinnest wallets can have the biggest impact.