Want a unique way to boost sales? Taylor Swift sporting your merch may be your best bet, according to Homage, a Columbus, OH-based apparel and merch company.

After Taylor Swift wore the New Heights “Dad hat” from Homage, sales jumped 170-fold. (Courtesy of Homage)

After the pop star was spotted wearing one of its hats at Coachella last month, Homage saw purchases of that item skyrocket. Since mid-April, the outfitter has restocked multiple times, according to a statement.

“Sales of the ‘New Heights’ Dad hat spiked a staggering 170x when Swift was spotted wearing it at Weekend One of the Coachella music fest in Indio, Calif.,” the company said in a statement. “The company has restocked inventory now four times.”

Taylor Swift was spotted supporting boyfriend Travis Kelce in a ‘New Heights’ hat at Coachella, where the couple cheered on Ice Spice, Bleachers, and each other. https://t.co/qiADq1R4A0

— The Cut (@TheCut) April 14, 2024

Swift’s choice of the hat is likely tied to her festival companion and beau, Kansas City Chiefs tight end Travis Kelce. The football player and his brother, former Philadelphia Eagles center Jason Kelce, host the sports entertainment podcast “New Heights.” Homage, located in the Kelces’ home state of Ohio, is the podcast’s official apparel partner.

The “Dad hat,” offered in black or green (Swift’s choice), features a large white embroidered “NEW HEIGHTS” above “WITH JASON & TRAVIS KELCE.” Designed in the USA, the 100%-cotton baseball cap features an adjustable strapback.

And although sales may have increased by 17,000%, the hat is currently available in both colors.

“To meet demand, HOMAGE has ramped up manufacturing of the hats and is now delivering orders ahead of schedule,” the statement continued. “This means fans who ordered a ‘New Heights’ hat are likely to get it sooner than expected.”

Homage’s “New Heights” line also features T-shirts, hoodies and trucker hats with the “New Heights” branding. Some items sport catchphrases from the podcast, including “We Gotta Talk About It” and “Big Yeti” (a nickname for Travis from his hairy college days). And leaning into the show’s humorous angle, the “Jason Kelce Shirtless” shirt centers him sans shirt from his infamous appearance at the Kansas City Chiefs’ divisional game in January.

Celebrity endorsements (whether informal or not) aren’t new to Homage. In 2016, Cleveland Cavaliers star LeBron James wore one of the brand’s WWE shirts, “The Ultimate Warrior,” as he walked off the plane following the team’s championship win. Andrew Luck, Aaron Rodgers, Kumail Nanjiani, Arnold Schwarzenegger and Emma Stone and Hillary Clinton have also been spotted with Homage apparel.

Rather than any mass-endorsement scheme, it may be the merchandise’s designs attracting a star-studded roster of wearers. Although the company began with solely merchandise for The Ohio State University, it soon leaned into paying homage by making designs of legendary moments that “resonate” regardless of star-power, CEO Ryan Vesler told The Athletic. Today, Homage offers a superhero-themed shirt of Deion Sanders’ days with the Dallas Cowboys as well as “Joe Madden’s Turducken.”

The company’s Instagram, which has over 280,000 followers, regularly posts throwbacks to major sporting moments, asking viewers to “pay homage” with related merch.

As Vesler told The Atlantic, “Consumers lean into things that make them feel good.”