The Power of Action Sports Brand Merchandising

Whether you teach skydiving lessons, sell top-of-the-line snowboarding gear, host cycling races or have any involvement in the action sports space, it's vital to find ways to promote your brand so that you can take your business to new heights. Though there are many ways to achieve that goal, brand merchandising is one of the most effective approaches.

Once you implement the right action sports branding strategy, you will see the strength of your return as your business grows faster than you once imagined. In addition to retaining your current customers, you have the potential to position yourself in front of new markets and grow your fan base. If you are still not convinced, the following information will paint a clear picture of why promotional merchandise is a critical factor that you won't want to ignore.

Custom Merchandise Gets People Talking

It's no secret that those who engage in action sports are passionate about what they do. These rabid fans are vocal about their love for the sport, and what better way to promote their positive experiences than by giving them a way to wear it proudly?

Fox seized this idea by understanding that brand merchandising is an opportunity to translate the ethos of what fuels their customers' passion into premium goods. Custom apparel such as hoodies, t-shirts, hats and other items that are popular among their target demographic were designed in a way that expresses the core of their brand's story. These items appeal to a common mindset shared by their customers, and in turn build a sense of comradery around their brand.

The subtle yet effective addition of the hashtag "#RIDEFOX" on their custom hat design takes the conversation a step further by streamlining the buzz around their business into a centralized place in the social media world - an effective way to for their brand to connect with their millennial audience.

Related: 6 Custom Trucker Hats Action Sports Fans Love

Of course, the items you offer and the way they are designed must be authentic to the story you are trying to tell to really be effective. Understanding your target audience is an essential step to merchandising your brand. Too often businesses try to copy their selection of promotional products after seeing other brands have a strong return, without taking the time to think about which products will really resonate with their demographic.

SoulCycle's audience, for example, has a completely different demographic make-up than Fox Racing Shox, even though both businesses are built around cycling. Custom merch that is wildly popular among Fox's riders, such as the custom belt buckle and bottle opener key chain featured below, are so popular because they do a great job of speaking to their unique brand.

With that said, one thing is tried and true in the action sports industry: When an enthusiast sees someone wearing apparel that highlights their favorite sport, they feel compelled to spark up a conversation. Thus leading to a strong probability of gaining new prospects, and your business will grow as a result.

Using Action Sports Branding to Make an Impact

Most people have had an interaction with a business that made a strong impression on them, but it's not always easy to keep that positive experience top-of-mind. Since people live busy lives, it's easy for them to forget how much fun they had with your brand. Brand merchandising is a strong solution to overcoming that problem, and you will be glad that you did. Because retaining customers is cheaper than acquiring new ones, this is an unbeatable strategy that will work wonders for your bottom line.

Quality merchandise that people see as a value-add will have your customers walking away with a constant reinforcement of their positive experience, making them much more likely to return. There are a number of ways to offer these items, allowing your price point to vary depending on your goals. Here are a few to get your wheels turning:

• Gift your participants with a free swag item to go home with. Whether it's an awesome t-shirt with a tagline that resonates with your customers or something as small as free mints branded with your logo, free merch leaves everyone with a delightful impression.
• Offer high end merchandise for purchase. Put a little extra into your company's merch and apparel and offer it in your retail store or online shop. Your rabid fans will be thrilled to rep your brand, and will even spend money to do so if the items are of quality and enhance their daily lives.
• Run a sweepstakes giveaway. It's no secret action sports enthusiasts have a competitive nature running through their blood. Keep their excitement about your sport fueling by hosting a contest or sweepstakes for them to participate in, with multiple tiers of swag for them to win.
• Connect with influencers. Send a curated box of promotional items to influencers in your space to share the love about your brand. Asking them to mention your business in a social post is an effective way to get in front of your target demographic.

Once you get started, it won't be long until you notice positive changes in the way that your prospects respond to your promotions. You will see more familiar faces than ever before, and you will know that you have done the right thing.

Final Thoughts

Expanding your business and reaching more customers with a strong merchandise strategy does not need to be a challenging process, and a branding agency can help by taking the planning and sourcing off of your shoulders. You will discover just how valuable the impact of emotionally connecting with your potential customers can be for your action sports brand.

When you are ready to move forward, your branding agency will work with you in a way that will enhance your effectiveness. From creative concept to production, every step will be executed with your brand's story and audience in mind. Start leveraging the passion that people have for action sports and the power of promotional items to grow your brand.