Lionel Richie inspires Bravo Company to operate "All Night Long."

In 2009, Bravo Company of the Iowa National Guard brought a very unique and unusual patch design to us. Bravo Company was in Iraq to transport cargo and personnel as American forces withdrew from the country after the Iraq War ended.

Bravo Company commonly operated at night to use the darkness as cover and assure that opposing forces could not track their movements. They adopted the callsign "Night Long" and because they were so accustomed to operating "all night long," the famous Lionel Richie song of the same name became their unofficial song and motto.

The members of the company embraced both the song and Lionel Richie himself, with many of them making merchandise featuring his face and lyrics of his songs. It was common to see the soldiers decorating living areas with impromptu spray-paint logos or stickers.

As the popularity of the motto grew, the company decided to make an official unit patch featuring Lionel Richie wearing a pair of night vision goggles and the slogan "All Night Long." That's where we came in. We were happy to put their design onto patches for them, and the patches were so popular they had to reorder them three times!

In December 2012, CBS News heard the story and decided to feature Captain Ben Winborn and Sergeant Ryan Hoover of Bravo Company on one of their morning news segments. During the segment, Lionel Richie himself paid a visit to the two soldiers and learned the story behind the patches. Mr. Richie said he considers it an honor that his song helps improve the morale and camaraderie among the troops. Bravo Company made Mr. Richie an honorary member and gave him a shirt and uniform featuring the company patch and logo.

TJM Promotions is proud to have provided the patches for Bravo Company and we are delighted to see CBS News did a segment on them. Bravo Company was a pleasure to work with, and we're glad to see they're doing well. Now that they have the endorsement of Lionel Richie himself we're sure Bravo Company will continue being awesome all night, and all day long!

Watch the CBS News segment here: http://www.cbsnews.com/video/watch/?id=50137841n