The Backpack: Issue #79

• Trend Alert:  Starbucks hits the runway, Dunkin' hits the slopes
  
• What's new in commonsku: 11 real AI use cases (with receipts!)
  
• Can’t Miss Content: Chili's, Bad Bunny, and the FIFA merch battle royale

Starbucks: Now Serving Coffee Couture

Starbucks is stitching itself into fashion culture — and doing it on two runways at once. In January, the brand launched "The House of Coffee" at the Starbucks Reserve Roastery Milano during Milan Men's Fashion Week — a cultural platform curated by Sarah Andelman (the creative force behind legendary Parisian concept store Colette). Think limited-edition Nordica skis, K-Way jackets, and Poldo Dog Couture puffers, all splashed with playful illustrations by Italian artist Lucas Zanotto. Not your average mug drop.

Then in February, Starbucks showed up at NYFW as the exclusive coffee partner for designers AREA, Collina Strada, Eckhaus Latta, Sergio Hudson, and ZANKOV — building on a Zac Posen couture gown debut last September. As chief brand officer Tressie Lieberman put it: they're out to "ignite the soul of the brand." For merch pros watching, this is a masterclass in how a brand stretches beyond its core product into collectible, wearable, and stylish territory.

70s Style Code Meets 90s Hip Hop

Check this sports merch collab with creative collective Walk in Paris. It’s a sophisticated fusion of football heritage and urban style. The collection draws inspiration from 1970s design aesthetics and 1990s hip-hop culture, creating a lifestyle line that transcends traditional team merch. Walk In Paris has developed pieces that reflect authentic Parisian identity—varsity jackets, graphic tees, scarves, and their signature beret-caps—all designed to be worn beyond the stadium. It's a rad approach that prioritizes cultural authenticity and wearability, resulting in unique gear that becomes part of fans' everyday wardrobes.

Dunkin' Turns Après-Ski Into Everyday Energy

Dunkin' just flipped the script on coffee merch with Dunkin' Runs on Merch, a limited pop-up drop that treats DD like a lifestyle brand—not just a drive-thru pit stop. The collection leans hard into cozy, winter-ready vibes with a $150 ski suit, a ski graphic crewneck, camp mugs, playing cards, and candles that probably smell like Boston Kreme dreams. It's giving "I fuel my day with cold brew and good taste," and honestly? The energy works. This isn't your standard logo slap—it's thoughtful, seasonal, and built for people who want their coffee brand to show up in their living room, not just their cup holder. If Starbucks can do couture gowns at NYFW, Dunkin' can absolutely own the slope-to-street moment. Smart play for a brand that knows its people run on more than just caffeine.

11 AI Use Cases. Zero Fluff. All Receipts.

Bobby Lehew just walked a packed webinar through 11 real ways he uses AI — from cloning his own voice to building full slide decks from a single text prompt. The kicker? Most promo pros are barely scratching the surface. Bobby's framework: figure out what you're great at, then hand everything else to AI. The full recap (with all 11 examples) is live now. Read it here!