PPB August 2020

Accessorizing With A Message A great choice for an event or fundraiser involving or encouraging physical activity, brands can have end users lace up with their logo. The 4 Color Shoe Laces are white polyester and can be customized using a four-color imprint on both sides. BIC Graphic NA / PPAI 114187, S13 / www.bicgraphic.com to new and existing customers. The company partnered with basketball player LeBron James to give away 400 pairs of its Lebron 15 “Equality” sneakers—200 black pairs and 200 white pairs—which feature “Equality.” written across the back of the heels and were a hit among fans when the shoe was released in 2017. Recipients were encouraged to swap a shoe with someone with the opposite color to create a mismatched pair, which is how James modeled the shoes, representing the union of all races. Nike invited fans to submit a free entry per shoe size or register for a Nike+ account to submit unlimited entries for $10 each, and all the proceeds from EQUALITY were donated to the Smithsonian Natural Museum of African American History and Culture. For years to come, the recipients will remember their prized pair, the campaign and its cause whenever they wear the shoes. In the fast-food industry, Dunkin’ complemented its rebranding from Dunkin’ Donuts by partnering with shoe brand Saucony ahead of the Boston Marathon. The company wanted to reignite the relationship between running, coffee and donuts, writes USA Today , all the while reinventing itself as also having healthier alternatives for consumers. The limited- edition sneaker—the latest version was Kinvara 10, which retailed for $110—was a step toward this new focus. Pizza Hut also launched a limited-edition shoe, though with a focus on making the order- taking process as seamless as possible for end users. In 2018, the company held a giveaway for 50 pairs of its Pie Tops II high sneakers, featuring Bluetooth technology that permitted wearers to order pizza using a button on the right shoe, and using a button on the left shoe to pause live TV, so they wouldn’t miss anything when their delivery arrived. Both a novelty and a conversation-starter—and maybe the life of the party for pizza lovers—the right button pairs with the wearer’s smartphone and a complementary Pie Tops app, and pressing on the shoe prompts the app to open. The button on the left shoe pairs with DirecTV, Spectrum, Fios, Xfinity and Dish. With so much room for flexibility, the uses for promotional headwear and footwear are endless. But just as important as the cause the item is promoting is choosing an item that’s specific to that cause or to the user’s needs to increase wearability and brand exposure. Baseball caps—which will probably remain timeless—are a go-to that end users can wear year-round in casual settings, and that can accompany them during their extracurricular activities. Aside from the staples—baseball caps and beanies—there are other styles that’ll be “in” this year, according to runway looks that may spillover into promo, including cowboy hats, bucket styles and headwear with faux fur and embellishments, according to StyleCaster, hinting to a time of experimentation with different styles, colors and fabrics. Ben Roberts, vice president of marketing for supplier Outdoor Cap in Bentonville, Arkansas, says that snapback and meshback caps are the most popular styles this year, with structured caps on the rise. Brands are returning to the familiar and slightly nostalgic with customization using patches being a top choice for caps, Roberts says. “Continuing their popularity, caps with patch decorations are evolving to be more sophisticated with corner patches or other decoration locations as well as new throwback shapes that elicit thoughts of the ’80s and ’90s.” Read more on patches on page 31. Also trending in retail this year are mid-calf socks and sneakers paired with shorter hems, like shorts, skirts and dresses, presenting an ever- relevant opportunity to showcase branding with the Customer Crew & Mid-Calf Crew Socks . Made from a blend of 85-percent cotton, 10-percent nylon and five-percent spandex, with up to six Pantone- matched yarn colors—there are more than 1,000 yarn colors available— choose from the eight-inch crew length or the nine-inch mid-calf styles. Custom Sock Line, LLC / PPAI 737498, S1 / www.customsockline.com | AUGUST 2020 | 29 INNOVATE