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News April 28, 2020

Terry Town Made the Famous NFL Draft Robe

The San Diego-based promo products supplier produced the Old Spice-branded robe worn by Henry Ruggs III.

By  Christopher Ruvo

Terry Town (asi/90913) is the maker of what’s probably the most famous bathrobe in America at the moment.

The San Diego-based promotional products supplier produced the Old Spice-branded robe that Henry Ruggs III wore during the 2020 National Football League Draft.

Because of COVID-19, the NFL held the draft virtually, panning to players in their homes with their families as they were selected. When the camera came to Ruggs and his family, all of America could see him in a stylish bathrobe. Draft attire has led to some loud fashion statements over the years, but Ruggs’ choice of a robe really stood out, soon becoming the talk of the sports world.

Picked 12th overall by the Las Vegas Raiders, University of Alabama alumnus Ruggs wore the robe with the Old Spice logo to call attention to the male grooming brand’s charitable outreach.

“By highlighting the fact that Old Spice made a fairly generous donation to United Way in support of launching community service efforts across the nation, the power and reach of promotional products can be seen far and wide outside of our promotional world,” Terry Town Marketing Coordinator Alp Ereren wrote in a blog. “A well-crafted promotional product can make an impact far beyond the notion of receiving an item with a logo on it.”

Terry Town Marketing Manager Esmeralda Anaya told Counselor that the particular product Ruggs wore is the RV1001 Terry Velour Kimono Robe. Featuring two pouch pockets, the robe is 48 inches long and made of 100% terry cotton velour.

Terrytown Robe

Terry Velour Kimono Robe (RV1001) from Terry Town

Anaya said the Terry Town team realized the robe was one of the company’s products after spotting images of it on Twitter.

“This might not be the first time we’ve seen our products on television or being used by celebrities, but certainly it has been one of the most exciting moments,” Anaya told Counselor. “After seeing the positive reactions of Twitter users over the robe, it has been a very rewarding feeling for our company. But most importantly, we were witnesses to the power of promotional products. Seeing the robe get such a reaction from ESPN’s SportsCenter and other sports journalists was immense in knowing that a product of ours was part of a larger picture. Capturing that huge of an audience with a promotional product is the dream of everyone in our industry.”

Terry Town couldn’t reveal the distributor with whom it worked on the project, but Anaya noted: “We’ve had a few distributors request samples for Old Spice over the years, and it was great to finally see a product out in the wild.”