I thought I was heading to a wholesome dog rescue event last weekend. Plot twist: I walked into the New York International Auto Show at the Javits Center instead. So, no rescue pup—but what I did find was something equally thrilling: some of the best (and worst) branded merch in the game.

Turns out, every major car brand had a dedicated merchandise section. And for someone who lives and breathes brand expression through swag, this was an unexpected masterclass in what makes branded merch work—or flop.

Let’s talk about Hyundai. Their “Never Just Drive” collection was a standout. This wasn’t just a logo printed on a t-shirt. It was a full-blown vibe—stylish, modern, and perfectly aligned with the identity of their latest vehicles. The colors, fonts, and cuts all screamed design-forward thinking. It felt like lifestyle merch, not just marketing collateral. It’s the kind of custom swag that builds brand affinity because it doesn’t feel like traditional swag at all.

Then there was Corvette. And, well… it hurt. Their merchandise felt like it was unearthed from a conference swag closet circa 2004. We’re talking dated polos, bland mugs, and zero storytelling. Their cars are sleek and high-performance, but their merch was giving “freebie at a dealership service desk.” When your branded gear doesn’t reflect the power and polish of your product, you’re missing a golden opportunity to build connection and credibility.

Ford, on the other hand, absolutely surprised me. Their merch was retro in the best way—clean graphics, bold throwback fonts, and a trendy color palette that felt current but nostalgic. Everything looked wearable. Not in a “corporate branding” way, but in a genuinely cool, “where’d you get that?” kind of way. I don’t even drive a Ford, but I’d 100% rock their hats. That’s the power of branded merchandise done right—it makes outsiders want in.

What this little merch field trip proved to me is simple: great swag tells a story. It’s not just about stamping your logo on a hoodie or keychain. The best branded merch translates your brand essence into something people actually want to wear, use, and show off.

Whether you’re in the automotive industry or building a niche service brand, your promotional products should serve as extensions of your brand personality. If your gear is forgettable, it won’t spark loyalty. But if it’s thoughtful, on-trend, and genuinely cool? You’re not just giving away swag—you’re creating advocates.

So next time you’re designing your company’s merch, ask yourself: would someone who doesn’t even use your product still want to wear it? If the answer is yes, you’re doing something right.

And hey—sometimes the best brand inspiration shows up when you’re least expecting it. Even at an auto show you wandered into by mistake.

Seen any surprisingly great branded swag lately? Drop it in the comments—I’m always on the hunt for merch worth talking about.