Turning Sales Event Apparel Into a Brand Experience for Toro
The Challenge
Toro wanted to create a memorable experience for attendees at two national sales events while supporting a new product launch. The team was looking for something beyond traditional branded merchandise and wanted apparel that would generate excitement, spark conversation, and reinforce the Toro brand.
- Breaking the Mold: Move beyond standard logoed apparel and create something attendees would genuinely want to wear.
- Product Integration: Incorporate elements of the new product launch into the apparel in a way that felt authentic, elevated, and on brand.
- Budget Requirements: Deliver a premium, all inclusive kit for less than $65 per attendee.
- Inclusive Sizing: Accommodate both men's and women's styles with sizing options through 5XL.
The Solution
BIG partnered with Toro to create a fully custom apparel collection inspired by the new product launch. Guided by our belief that Merch is Media, the apparel was designed to do more than display a logo. Subtle Toro branding and product inspired design elements were woven directly into the garments, transforming each piece into a conversation starter while maintaining a modern retail aesthetic.
The collection featured custom dye sublimated polos and premium performance caps with molded rubber logo patches. By leveraging BIG’s supplier network and sourcing expertise, Toro was able to provide attendees with retail inspired apparel and headwear that exceeded expectations while remaining within budget. BIG managed sourcing, production, kitting, and fulfillment, ensuring all 750+ kits were delivered on time and organized by size for both national sales events.
Project Timeline
60 Days Start to Finish
Impact
Custom Kits Delivered
Under
per attendee
Premium Retail
Inspired Apparel and Headwear
On Time Delivery
The Result
By treating merchandise as a storytelling platform rather than a giveaway item, BIG helped Toro transform a standard apparel program into a memorable brand experience. The collection generated excitement among attendees, supported awareness of the new product launch, and created demand for similar programs across other teams within the organization.
“Everyone has been LOVING the custom polos we did and there has been a lot of curiosity around getting a few more done for select teams.”
– Toro Brand Experience Manager
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