Jane and Dusty Rhodes on Building PROLOOK Through Resourcefulness and Resilience

PROLOOK founders Dusty and Jane Rhodes joined UVU's Halladay Lecture Series to share 30 years of lessons on building a custom sports apparel brand, raising a family business, and turning resourcefulness into a track record of long-term success.

   

Utah Valley University welcomed Dusty and Jane Rhodes, owners of PROLOOK, as guest speakers for the Reed and Christine Halladay Executive Lecture Series. 

A grid-style collage with three images. From left to right: Dusty Rhodes sits onstage holding a sheet of paper in his right hand while looking out into the audience, seated off-camera, in Vallejo Auditorium; Jane and Dusty Rhodes pose in front of a graphic displaying their pictures along with the text, “Reed and Christine Halladay Lecture Series”. In the photo, they are accompanied by members of their family; Jane Rhodes sits onstage while smiling and looking out into the audience, seated off-camera, in Vallejo Auditorium

The couple shared the story of building a custom sports apparel company from a small college side business into an international brand while navigating the challenges of entrepreneurship, family, and change. 

From Side Business to International Brand: A College Side Business With a Promising Future 

Dusty began PROLOOK while he was a college student and football player in Utah, initially designing and selling custom athletic uniforms as a side business. What started as a small idea eventually became a lifelong pursuit. Jane later joined him after studying business and pursuing her passion for art and design, eventually becoming PROLOOK's chief brand officer. 

From left to right, Dusty and Jane Rhodes sit side by side during their lecture at Vallejo Auditorium during the Reed and Christine Halladay Executive Lecture Series.

30 Years, Four Children, and a Company That Grew Through It All 

Dusty spent time explaining the unpredictable and sometimes difficult beginnings of the company. Over the past 30 years, Jane and Dusty have built PROLOOK while living in several different places, raising four children, and navigating economic challenges and recessions. Today, the company works with major names in sports and serves customers around the world, with three of their four children now working alongside them in the family business. 

Using Resourcefulness to Transform Setbacks Into Opportunities 

A major theme of their message was resourcefulness. Jane explained that failure in business can sometimes be the pivot that leads to success. They encouraged students to recognize that setbacks can create opportunities to learn, grow, and find a better direction — rather than simply being something to avoid. 

A grid-style collage with three images. From left to right: A pair of students listen to Jane and Dusty Rhodes’ lecture while sitting in Vallejo Auditorium; Dusty Rhodes smiles and watches Jane Rhodes as she speaks onstage during their lecture; A group of students listen to Jane and Dusty Rhodes’ lecture with thoughtful expressions on their faces during the Reed and Christine Executive Lecture Series at UVU Orem campus.

From Idea to Action: Making the Most of the Resources You Have 

Dusty and Jane also emphasized the importance of turning ideas into action. Throughout their journey, they learned that having a good idea is only the beginning, and that entrepreneurs need to be willing to figure things out and make the most of the resources available to them. 

Two Questions Every Entrepreneur Should Ask

They closed by challenging students to continually ask themselves two questions: "What can you control? What can you do next?" These questions summarized their message of focusing on what is within your control, taking action, and continuing to move forward even when the path does not go as planned. 

Jane and Dusty Rhodes pose with UVU students, staff, and faculty in front of a projection screen onstage at Vallejo Auditorium displaying the text, “Prolook” at the Reed and Christine Halladay Executive Lecture Series.

The Woodbury School of Business thanks Jane and Dusty Rhodes for sharing their experiences and perspective with UVU students. Their message reinforced that entrepreneurship is rarely a straight path and that resourcefulness, resilience, and the willingness to take action can help turn unexpected challenges into opportunities. 

Want to catch every insight from this year’s Halladay Lecture Series?

LEARN MORE ABOUT ALL FALL 2026 HALLADAY LECTURE SERIES SPEAKERS HERE.

Watch Jane and Dusty Rhodes' full lecture below. 

 
 
 

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