By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert
What if your branded merch was so irresistible that people—in an airport, of all places—would literally trade the clothes off their backs for it?
That’s not a hypothetical.
That’s exactly what went down this month at Chicago O’Hare, thanks to one brilliantly bold brand activation.
🥯 King’s Hawaiian Turned a Layover Into a Merch Moment
In a move equal parts absurd and genius, King’s Hawaiian set up a pop-up shop in the terminal where travelers could swap whatever shirt they were wearing for a sweatsuit inspired by—yes—dinner rolls.
Here’s how it worked:
- You hand over your shirt.
- They hand you a plush orange sweatsuit.
- Your old shirt gets donated.
- You walk away looking as soft and cozy as the bread you’re holding. 🍞
It’s weird.
It’s wonderful.
And it’s a masterclass in branded merch strategy.
🔥 Why This Was Brilliant Branded Merch Marketing
Most merch is designed to promote a brand. But the best merch?
It creates a story people can’t help but share.
King’s Hawaiian took a mundane airport moment and turned it into:
- A surprising brand experience
- A feel-good activation (hello, clothing donations)
- A social content goldmine
- A walking swarm of bright orange human billboards
This is the power of strategic branded merch:
It transforms everyday customers into excited, enthusiastic brand fans—instantly.
When your merch is this good, it’s not just apparel.
It’s a conversation starter, a memory, an inside joke your audience is thrilled to be in on.
💡 The Takeaway for Brands
A warm roll and a soft sweatsuit aren’t just freebies.
They’re identity and emotion wrapped in fabric.
Great branded merch should:
- Make people feel something
- Elevate your brand story
- Create connection and delight
- Encourage participation, not just purchase
- Turn your audience into proud, public brand advocates
If your merch can do that?
You’ve got a marketing advantage no digital ad can match.