There's an obnoxious OSU t-shirt and hoodie ad at the top of the page now. One of the hoodies says:

NEVER
Finished
{OSU logo}

The implication to me is that this gear is meant for those who flunked out of Cowtown U, or perhaps Walmart fans who dreamed of going, never did, and never finished.

Did I figure out the target market correctly? ;-) I did take an advertising class once at OHIO and got an "A."

I read it as a takeoff on a slogan sometimes used by other teams along the line of "unfinished business". That slogan implies that while the business isn't (yet) finished, at some point in the future it could be.

https://represent.com/stlylohoncrlina?utm_campaign=fintsct