Its Not a Game Founder Story — The Man Behind the Brand

Its Not a Game Founder Story — The Man Behind the Brand

It started with a flyer. Not a business plan. Not investors. Just me running around North Omaha putting paper on walls doing whatever it took to get people in the room. That was 2016. I called it It's Not a Game Promotions because this wasn't a hobby. This was real life.

How It's Not a Game Clothing Was Born

I brought real talent to Omaha. Rich the Factor. Krazy Bone from Bone Thugs-N-Harmony. Comedy shows with Vanessa Fraction and Tony Woods. I ran a weekly showcase called Music Crush at the Waiting Room and the Reverb alongside Staso from 106.9 FM. I showed up to every event wearing my own merch. People kept asking where to get it. That's how It's Not a Game clothing was born. Shop the collection at inagbrand.com.

What Nobody Talks About

Before the shows. Before the store. Before the award. I was an alcoholic and a drug addict. I got sober in 2011 and the road since then has not been a straight line. There were relapses. Mornings that felt impossible. People who had already written me off.

But I'm still here. Running this store alone every day at 5404 Ames Ave in North Omaha. No employees. No shortcuts. Visit inagbrand.com and wear something that actually means something.

Why It's Not a Game Was Never Just Clothing

My kids are grown. I have grandchildren. They were watching through all of it. I need them to see that where you've been doesn't decide where you're going.

Whatever you've been through. Whatever people said you'd never be. None of that disqualifies you from building something real.

Life itself is not a game. Wear it like you know that.

— Dawawn Robinson. Born and raised in North Omaha. Sober since 2011. Still standing.