Amanda Wood
Marketing & Communications Lead
STRAN
PPAI 161542, Platinum
Quincy, Massachusetts
Branded merchandise that stands for something makes the biggest impact.
“There’s a progression to it: You’ve gone beyond the bare minimum of just giving an item to giving an item that resonates,” Wood says. “You’ve taken it one step further by giving something high-quality, practical and connected to a greater mission. Recipients can feel that. They know where it’s coming from, and that context changes how they receive it.”
Wood’s favorite example of a meaningful merch campaign is a recent collaborative creator program for STRAN’s social media channels. The distributor kicked off influencer/creator marketing initiatives last year. In the pilot group, Wood leaned into the concept of personalized, purpose-driven, curated merch.
“That’s where we really shine,” Wood says. “It’s more than having access to a global network of partners or being able to source literally millions of products. It’s how we take those connections and the know-how of the merch industry and apply it to a program that helps a brand strike the right chord with its audience.”
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For this project, Wood sourced three curated swag kits for the creators. “As much as possible, I chose items that had purpose built into the brand,” she says.
For example, instead of STRAN’s custom boxes for kits, Wood chose the GOT Bag Rolltop Easy, a GOTS-certified backpack made from recycled ocean impact plastic. “Each creator received a sustainably sourced, mission-driven, personalized item that set the tone for everything inside,” Wood says.
This lightweight, water-repellent pack features a zippered roll-top, outer bottle pockets and ergonomic shoulder straps. With a padded, breathable back, integrated laptop compartment and multiple inner zipper pockets, this eco-friendly style is made for everyday use or travel.
That intentionality in choosing purpose-driven products from aligned brands is why the campaign landed. “The creators were genuinely blown away by our commitment to detail, and their reaction became the content,” Wood says. “Our goal was to build brand awareness and educate our audience on what we really do and why it matters, and that messaging came through naturally. Their content felt like a true unboxing, surprise-and-delight moment, and the enthusiasm was so contagious that the audience felt it, too.”
One of Wood’s overall favorite promo items with purpose for campaigns is the Bellroy Tech Organizer, a pack made from recycled woven fabric that stores power banks, cables and other tech items. “The tech kit is one of my favorite travel items,” she says. “I always bring it with me on the road for keeping charger cords, dongles, power bricks and more all in one place. It’s great quality, and it has a large surface for decoration, which makes it ideal for branded gifting.”
The case zips open and lies flat for easy access, with large stretch-mesh pockets, a magnetic slip pocket and an elastic cable organizer keeping all tech accessories in place. It’s a higher-end product that’s great for employee recognition or year-end executive gifting.
Wood also pays attention to the brand behind the products she chooses. “I love how Bellroy has integrated responsibility into every part of its company ethos, from internal practices to product manufacturing,” she says.
ImprintID / PPAI 576424, Silver / imprintid.com
Wood never underestimates the power of a great lunch tote as merch with purpose. The nine-can Aviana Rowan Recycled Nylon Tote Cooler, made from recycled materials with sleek, modern finishes, is one of her go-tos. This spacious tote-silhouette cooler features an expandable back bottle pocket and a PEVA-lined interior to maintain the temperature of food and drinks for outings and on-the-go refreshment.
“I like this option because it’s functional, affordable, has a great surface for decoration, and it’s made with recycled materials,” Wood says. “This is one of those pieces that doesn’t overcomplicate things and ends up becoming a daily driver.”
This tote also includes the AWARE Virtual ID & Product passport, which provides a surefire way to track and validate the impact of textile composition from origin to consumer.
PCNA / PPAI 113079, Platinum / pcna.com
The timeless and utilitarian Peak Design 35L Travel Duffel is also at the top of Wood’s list for campaigns this year. Designed to be a weekender, overnighter or gym bag, it features removable, padded top handles and a shoulder strap, all-custom aluminum hardware and six pockets. Weatherproof nylon canvas construction with a waterproof bottom liner protects contents from the elements.
“I love the aesthetic of this brand, and the quality is top-notch,” Wood says. “The travel duffel is premium enough to be a high-end gift, but it’s also durable enough to actually get used.”
Gemline / PPAI 113948, Platinum / gemline.com
Wood recently discovered Known Supply and would love to use its products in upcoming campaigns. “This supplier’s line is top-to-bottom purpose-driven: Fair Trade certified, made with organic or regenerative cotton and built around fair wages for their makers,” says Wood, who loves the company’s “Meet the Makers” feature. “You can find out exactly where your item came from and who made it. That transparency is exactly what today’s audiences want.”
She loves these products’ aesthetics. “There are pieces I can envision in my own closet, and that’s a good signal that a brand has its finger on the pulse of what’s trending,” she says.
Links Unlimited / PPAI 375603, Standard-Base / catalog.linksunlimited.com
The lightweight, 100% organic cotton Antigua Knit Top (shown in marine) is a one-of-a-kind uniform or resort piece, featuring functional buttons, a collar and intricate knit details. It’s Fair Trade and GOTS certified.
From a brand standpoint, purpose-driven products do double duty. “It shows that you have a network that includes purpose-driven products and partners and that you understand a client’s values and goals and can weave them into their merch strategy,” Wood says. “Plus, when the recipient feels good about the item, they’re bound to use it more. That means more impressions for your brand.”
Known Supply / PPAI 896003, Standard-Base / knownsupply.com
Nicole Rollender heads up New Jersey-based STRANDWritingServices.com.
