Wow, this sent me down a rabbit hole. My favorite merch? After decades in the industry, I have so much “Favorite Merch” – and it’s on a seasonal rotation.

For me, branded merch is about eliciting an emotional response that becomes a lasting memory. I’m a big music guy, and I tend to think of merch along parallel lines. I have so many songs that can instantly transport me back to a specific place and time – which is just what we want to accomplish with branded merch, right?

All that said, my current favorite piece is my not-quite-threadbare Rugged Maniac tee from my first-ever obstacle race in 2017 – a truly terrifying decision. It represents a huge metaphorical and literal leap of faith in committing to a very daunting event: I took a 5K run with 25 ridiculously challenging obstacles. Barbed wire, burning fires – you get it. Not for the fainthearted or the average weekend warrior. And the part I really cherish is that I was able to complete the race with my son and daughter.

The garment  was very well-executed: soft hand feel, private labeling, distressed imprint – with that crucial word, “FINISHER,” across the shoulders in big bold text. What a badge of honor and a constant reminder of being able to follow through on a decision to face my fears.

It was the first of many obstacle races I’ve completed with friends, family and colleagues. You simply can’t replicate the innate camaraderie, sense of accomplishment and knowledge that you’ve pushed yourself further than you thought possible. This shirt brings it all back in an instant.