7-Eleven Turns Bengals Receiver's 'Always Open' Comment Into Branded Merch Opportunity
In a post-game press conference, Cincinnati Bengals receiver Ja'Marr Chase said he's "always open."
You know what else is "always open" and coincidentally just released a new line of stylish merchandise? 7-Eleven.
Shortly after the press conference, 7-Eleven took the opportunity to collaborate with Chase for its 7Collection merchandise, which debuted last year as a way for the brand to release more fashionable merchandise that appeals to a younger, hipper consumer base.
Right now, if you type in "isjamarropen.com," you'll be redirected to a 7-Eleven landing page that just say "Yes." If you scroll down a little, you'll see a link to "Merch It," where you can buy things like T-shirts featuring a 7-Eleven store and a tweet from Chase that just says "7/11," seemingly teasing the release.
You can get a hat and T-shirt that use the Bengals' black-and-orange design for "Always Open." And, until it sold out, you could've gotten a blinged out 7-Eleven pendant for $220, which Chase himself modeled during a game.
#Bengals WR Ja’Marr Chase rocking the 7-Eleven chain 🥶😂
— Pro Football Network (@PFN365) October 15, 2023
A good sports promotion these days uses a quick soundbite that some viewers might not think too much about. Of course a wide receiver is going to say he's always open. That's his job! But, whoever is in charge of 7-Eleven's promos recognized the potential of the moment and turned it into something cool. Just like the guy in "The Matrix" sees beyond the endless scroll of green letters, a good marketer or promotional products distributor can spot a branding opportunity from something that others let float right by.