A good promotional product captures the spirit and aesthetic of the brand it represents. The more a promotion can tap into what the customer does or makes, the more the item feels inextricably tied to the “core” directive of the brand, and creates a stronger connection between the brand and the end-user.
Rivian Automotive, an American electric vehicle manufacturer, just released a line of apparel with features that are influenced by the actual features of the car, going beyond just a comfortable sportswear feel.
“The ultimate goal for this collection was to build something that is very versatile of the user,” apparel designer Greg Jackson told Benzinga. “Kind of building up this story of functionality and utility. Like a garment version of the truck.”
Things like hidden pockets on a jacket represent “hidden” spaces in the truck, like the cupholders and a pop-out flashlight. The “Adventure T-shirt” features subtle things like a reflective chest logo for nighttime runs, and a matching short can be packed into its own left rear pocket, turning the whole thing into a little carry bag that features the Rivian logo and “In Case of Adventure” tagline.
Looking at Rivian’s competitors like Tesla, you see that a strong branding game is essential. People who buy these specialty vehicles want ways to show off their brand allegiance and buy into the brand beyond just the cars. Even the more traditional automotive brands like Chrysler have started to understand that they also need to double as “lifestyle brands” to some extent.
have Heck, that spirit extends to other outdoor products like YETI. People love YETI gear beyond just the cooler.
Tesla has created some extremely memorable promotional campaigns that feel tied into the electric vehicle business, including apparel.
What Rivian does well is take something like sportswear – which is the new normal for casual apparel as lines blur between athletic apparel and the clothes we wear to the offic – and add new twists that allow them to showcase the car’s features. It does all this within reason, though. If a jacket had too many bells and whistles it becomes cumbersome and not something people would want to wear all the time.
Expanding on the idea of apparel, Rivian also created pet products, floor mats, smartphone chargers, license plate frames, drinkware, frisbees, bags, and more.
The brand is clearly meant to convey an outdoor lifestyle. You use the car to go to places to run, hike, walk dogs, camp, and generally find adventure. All of the products that it creates fit that narrative, and sometimes directly aid in that mission. That’s a cohesive brand look, and the literal look of the apparel makes the customer’s impression of Rivian even stronger.
