The Backpack: Issue #68

• Trend Alert: Memory merch is the tangible comeback
  
• What's new in commonsku: Credit card fees just got crystal clear
• AI + Merch: The AI Promo Brief
  
• Can’t Miss Content: How great merch gets made 

Digital Fatigue? Merch is the tangible comeback

At our CEO Summit earlier this year, someone shared that digital fatigue is creating a tactile renaissance. As the digital overwhelm peaks, brands are reaching back in time, like McDonalds dropping nostalgic hits with their Pacsun McDonaldland collection while 7-Eleven turns toy cars into cultural artifacts through their Hot Wheels collab. These aren't just products—they're tactile memory portals. The smartest brands aren't selling stuff; they're leaning hard into physical touchpoints that let consumers hold a moment instead of just double-tapping it and passing by! Our faves? “Everyone knew you” boyfriend t-shirt, and 7Eleven’s rad Chateau Montauk collab. And someone get me this crochet tote!

Duolingo is still fluent in merch

Duolingo's merch game speaks fluent flex. They've got varsity sweatpants, a backpack that'll outlast your language streak, and the kind of snapback that says, "Yes, I practice every day (and look sharp doing it)." What's brilliant? Duo doesn't flood the market with tons of merch—just simple, curated, limited drops with impeccable taste. Perfect back-to-school energy that makes study habits something to flex. If you're not repping Duo, are you even learning? Fun reel too.

Big Merch Energy: Drake x Amazon

Drake just moved his merch operation into Amazon's "Drake's Warehouse"—an entire store curated for maximal fan hauls, from limited tees to offbeat collectibles, you have to check out the collection, it’s main-stage energy. Amazon is quietly becoming the go-to platform for artist merch drops, and Drake's branded storefront shows exactly how to create an immersive, branded destination rather than just another product listing. Why should a merch pro care? Shops aren’t just buying mechanisms anymore, it’s environmental storytelling that moves people to purchase. And as we head into Q4, it's prime selling season for shops! 

How team SCG powers promo with AI

Team SCG's Savannah Dmytriw has a refreshingly sane AI approach: automate the stuff you hate, stay hands-on with the work that matters. Her toolkit turns quarterly reporting nightmares into prediction machines while keeping creative direction firmly human. Smart boundary-setting from a Top 10 PPAI Influencer who treats ChatGPT like a colleague, not a replacement. We asked her about it and you can get a glimpse into her playbook here.

Merch as media channel (PPAI’s Drew Holmgreen)

Drew Holmgreen is flipping the script on promo's reputation, positioning our multi-billion dollar industry alongside TV and digital as a legitimate marketing channel. Coming from the cut-throat agency life, he's stunned by our industry’s collaborative spirit—and leveraging it to transform how CMOs see merch. Listen to his vision in our interview with Drew on the skucast, here.

🎯 Now here’s how to tell the story about how good merch gets made—from concept to consumer in 30 seconds flat.

👑 K-pop royalty S.Coups turns birthdays into merch moments by unleashing —not even a merch drop— but a merch conceptual drawing. 

🎬 Power couple Dave Franco & Alison Brie elevated the merch pop-up game with their 'Together' film promo in LA—creating an immersive pop-up experience.

👟 When Jay-Z gifts his closest friends, what do they get? Bespoke Clark Wallabees, is it fashion or is it merch?

🇯🇵 Oasis throws it back: Japanese fashion label ADAM ET ROPÉ’s tour merch is your new time machine.

😍 Grocery chic gone cute: ALDI’s Labubu limited drop. Fire.

🤠 Lainey Wilson's Whirlwind Western hats with an inspo-reel to boot. Is this cowboy-crass or cowboy cool?

🤯 Beer soup? Yes, please. Campbell’s x PBR is the collab nobody expected but everyone wants to taste. Check the story about their pop-up bar and merch drop here.

✈️ King's Hawaiian "Softwear" lands as a pop-up at O'Hare with airport style upgrades that blur the line between bread and fashion. And check this rad “how they built it” set-up reel too.

🧀 Panera still proves it’s the king of quirky merch: S’Mac and Cheese is now a lip balm? And sadly, this mac and cheese pillow is sold out!?

🔨 LA’s old-timey store Baller Hardware has DIY drip that is so hot, “mommy gangs” can’t get enough.

🤔 Yet another volume of “is it merch or is it fashion?” as Chipotle's Urban Outfitters collab serves up velvet pillows and burrito blankets that blur the line between taco Tuesday and design inspo.

🍔 Academy Sports and Whataburger brings Friday Night Lights to life.

🎾 US Open merch serves first again, says GQ.

✨ Williams Advertising's Sarah Whitaker drops mini lip balms that turn events into sensory brand experiences.

🎭 Cracker Barrel's rebrand was messier than a country gravy spill, but Team SCG's Savannah has the fix: "Cracker Barrel Grandma" should've been their rebrand star. Meanwhile, you can still gift your merch bestie with this adorable miniature store ornament.

💍 Bachelorette parties are the new merch hot spot? WSJ covers how freebie DM’s are testing small brands’ patience and boundaries.

⚡ PCNA Canada's now a connected+ supplier: Say goodbye to email chains and hello to ePO magic that makes you look like the hero.