Promo Insiders: Lessons From Starbucks, Taylor Swift & Other Viral Merch Moments
In this episode of Promo Insiders, ASI Media editors break down some of their favorite “merch in the wild” stories of the past few weeks.
When you get into the promo business, you start to see merch-related stories everywhere. In this episode of Promo Insiders, ASI Media editors talk about some of the most recent viral trends in decorated apparel and hard goods, whether it’s the limited-run Bearista cold cup that Starbucks apologized for after it sparked a Tickle Me Elmo-sized buying frenzy or the vintage sea otter tee that inspired an army of Swifties to raise more than $2.3 million for the Monterey Bay Aquarium.
“How do you predict what’s going to go viral?” asked Tara Lerman, digital news editor, about the Starbucks example. “It really depends on the moment in time and what people are looking for, and that nostalgia element proved to be really important to people.”
In addition to the Bearista cup and Taylor Swift’s otter T-shirt, other branding wins explored during the episode include:
- Grinch-themed Crocs
- The NIL Store’s partnership with WNBPA
- The launch of CAVA’s merch store, featuring a “hot harissa hat” and other branded apparel
- Mountain Dew’s ’90s throwback collab with Market Studios, featuring apparel with UV-activated graphics
Key Takeaways
• ASI editors highlight recent “merch in the wild,” exploring viral branded items and what promo professionals can learn from them.
• Starbucks’ viral Bearista cup sparked huge demand and scarcity, underscoring the unpredictability of what will go viral – and the risks of over- or underestimating demand.
• The team discusses how print on demand is shaping merch trends, particularly around quickly supplying items tied to viral moments or seasonal drops.
• NIL (name, image, likeness) merch continues to grow, with athletes like Paige Bueckers still topping sales long after leaving college – a promising space for promo companies with licensing access.
• Seasonal and nostalgic collaborations, like Crocs’ Grinch clogs, show how brands can refresh offerings with limited-edition holiday twists.
• Fast-casual chains such as CAVA, Panera and sweetgreen are launching merch lines as new revenue and branding channels while consumers cut back on restaurant spending.
• Taylor Swift’s influence fueled a multimillion-dollar surge in sales of a reissued vintage Monterey Bay Aquarium T-shirt, illustrating the massive fundraising and awareness power of celebrity-driven merch moments.