Lehi-based Owala brand brought a human claw machine to the Utah State University campus on Monday, Sept. 14, according to a Sept. 17 report. The activation was part of a 10-campus college tour designed to engage students.
Students at the Logan campus participated by wearing harnesses to grab free water bottles from a large pit filled with the brand's products. The event also featured engraving stations, heat-press customization, and exclusive merchandise.
Taylor Morse, Trove Brands' director of content and community, told ABC4 that the company chose to visit USU because its headquarters is located in Lehi. Morse stated that being part of the community is important to the brand.
The college tour is part of an experiential marketing campaign called "Owalafy It," which Trove Brands launched in August 2025. This campaign involves sending surprise activations to fans across the country.
Owala is one of several brands under Trove Brands, a privately held company headquartered in Lehi. The brand was launched in March 2020 and has since grown to sell products in more than 100,000 retail locations across more than 100 countries.
The company's college tour is scheduled to visit a total of 10 campuses, though future stops and dates have not been publicly announced.
