On November 19, 2025, Magellan hosted Building Fans, True Impact: Unlocking the Power of Merch in Higher Education, a webinar led by Bobby Lehew and Michael Wolaver that explored how branded merch has evolved from a promotional afterthought into a powerful driver of connection, culture, and engagement.

Drawing on examples across media, retail, sports, and higher education, the conversation revealed why merch now plays a central role in how organizations build fandom, and why colleges and universities are especially well-positioned to benefit from this shift.

Here are three of the biggest takeaways from the discussion.

1. Branded Merch has Become a Visible Expression of Identity and Belonging

One of the strongest themes of the webinar was how the role of merch has changed, particularly among younger audiences. Today, branded merch functions as a shorthand for identity. What someone wears or carries communicates what they care about, what they’re part of, and where they feel they belong.

“The way Gen Z thinks about branded merch is different than the way previous generations have thought about merch. They think about merch as shorthand for selfhood.” – Bobby Lehew 

That’s why many of the most effective merch programs rely on subtle design choices rather than oversized logos. Quiet branding, insider references, and culturally relevant design signal belonging in an “if you know, you know” way.

For colleges and universities, this shift matters. When merch reflects shared experiences, traditions, or campus culture, it becomes a way for students, alumni, and fans to publicly express their connection to the campus. Instead of simply promoting an institution, it allows people to show that the institution is part of who they are.

2. In a Digital-First World, Physical Merch Creates Real Emotional Impact

Another key insight from the webinar was the growing value of tangible experiences. As more interactions move online, physical items carry greater emotional weight. Merch slows people down, creates memory, and makes moments feel real. 

This “analog advantage” helps explain why items like tote bags, scarves, foam hands, and apparel continue to resonate, even as digital communication accelerates. Physical merch becomes a touchpoint that people can keep, revisit, and associate with a meaningful experience.

“Merch becomes this tool of democratization. Everyone can participate in the experience.” – Bobby Lehew

In higher education, merch often marks moments that matter: a campus visit, an admission decision, a game-day tradition, or a shared celebration. When thoughtfully designed, these items do more than promote an event. They invite participation, reinforce pride, and help people feel included in something bigger than themselves.

3. The Strongest Merch Programs Balance Brand Consistency with Creativity

The webinar also challenged a common assumption: that brand guidelines must limit creativity. While consistency remains important, merch has increasingly become a space where organizations can experiment, collaborate, and have fun, without losing brand integrity.

Across industries, successful merch programs are intentional about design. They work with artists, designers, and internal partners to create items that feel special, collectible, or unexpected. Merch becomes a creative outlet that extends the brand rather than simply repeating it.

For colleges and universities, this approach opens new possibilities. Different audiences engage at different levels, and merch can reflect that, whether through subtle insider pieces, bold celebratory items, or limited-run designs tied to specific moments. When creativity and strategy work together, merch becomes something people want to wear, keep, and share.

“Merch is this sort of playground for brands … they can play, have more fun, and expand their horizons.” – Bobby Lehew

The Bigger Picture

As Bobby and Michael emphasized throughout the webinar, merch is no longer just a marketing tactic. It’s a way to build fandom, strengthen emotional connections, and turn moments into lasting memories.

For institutions built on experience, tradition, and community, branded merch offers a tangible way to bring those intangibles to life and to create impact that lasts well beyond a single campaign or event.