RETURN OF THE MERCH
Growing up in Akron, seeing Goodyear and Firestone logos wasn’t advertising.
It was just part of the landscape.
Those brands helped define the identity of the city. When you’d spot a Goodyear or Firestone sign somewhere else, you’d immediately think, “That’s home.”
A few years ago, many marketers predicted logos were on their way out. Minimalism was in. Unbranded products were fashionable. Consumers supposedly didn’t want to be walking billboards anymore.
Yet here we are.
Branded merchandise seems to be having a moment.
Molson Coors has generated attention with lifestyle merchandise and Father’s Day-themed gear. Goodyear is celebrating 100 years of the Blimp with commemorative merchandise. TaylorMade releases limited-edition headcovers, bags, and accessories so frequently that some have become collectibles.
What changed?
Technology changed the economics.
Brands no longer need massive production runs to make merchandise viable. Small batches, rapid design cycles, and limited releases allow brands to create scarcity, exclusivity, and relevance for specific audiences.
Consumers aren’t just buying products.
They’re buying connection, nostalgia, community, and identity.
Maybe logos never went away.
Maybe people never stopped wanting to belong.
What’s changed is that brands now have better tools to create meaningful ways for people to wear their stories.
What brands do you think are getting merchandise right today?