BIRMINGHAM, Ala.—The Samford Athletics Department is excited to announce its new Ruff Em marketing campaign.

"Our marketing team, along with feedback from student-athletes, faculty, staff and alums, has come up with a hashtag for all Samford fans to use to identify each other," Samford Director of Athletics Martin Newton said. "Similar to what Alabama has with 'Roll Tide', Auburn has with 'War Eagle' or Texas AM has with 'Gig Em'…'Ruff Em' is our battle cry.  We are…#SamfordStrong."
 
On social media, all Samford fans are encouraged to use the hashtag #RuffEm in any tweets about Samford Athletics. In addition, foam paws and t-shirts with the term Ruff Em Up will be available at games. The term will also appear on all marketing material during the 2014-15 school year.
 
Samford Athletics would like to clarify that Samford Strong is still our mission and is a big part of what Samford stands for. Ruff Em is to be the secondary term accompanying competition, but in no way replacing Samford Strong.
 
The purpose of Ruff Em is to give the Samford fans a unifying battle cry, not only on social media, but at games as well. Samford Athletics is committed to the consistent usage of Ruff Em and is looking forward to a successful 2014-15 season.