Case Study
When a band has a distinct identity, the merchandise strategy has to move the same way — intentional, immersive, and culturally aware. Across tour, eCommerce, VIP, festival, and retail, we built a connected ecosystem designed to drive revenue while deepening fan connection at every touchpoint.
Tour
For the North American run, we developed a merch program that mirrored the intensity of the live show. The collection centered on custom pieces created specifically for the tour, balancing bold creative with commercial clarity.
Execution was just as critical as design. Tight production timelines, aligned inventory planning, and on-the-ground logistics ensured strong sell-through at every stop. The result was a tour program that elevated the fan experience while significantly expanding overall performance.
Ecommerce
Long before mainstream collaborations were common, the band created their own bootleg Dickies pieces. Decades later, that origin story came full circle through an official release.
ENTIRE COLLECTION SOLD OUT IN LESS THAN 1 HR
Deftones teamed up with Chicago’s Metric Coffee to create an organic roast celebrating artistry and community. Sourced from a family run farm in Peru, the collaboration paired storytelling with premium design, embossed hemp-fiber packaging and a limited laser-engraved tumbler, bringing the band into the daily rituals of fans.
ALL BOXES AND SETS SOLD WITHIN A DAY
Deftones partnered with Goal Projects on a limited capsule collection rooted in their Sacramento origins, directly supporting Los Jaguares, a local youth team from the same neighborhood where the band got its start. Proceeds from each piece helped fund free, accessible soccer, with the jerseys doubling as the team’s uniform for the upcoming season.
VIP
The VIP program was designed to extend the experience beyond the stage. It created a dedicated space where fans could claim their spot up front and leave with something tangible from the night.
Exclusive pieces transformed the package from a ticket upgrade into a meaningful extension of the show. Thoughtful curation ensured the experience felt premium across every market.
41 STOPS NATIONWIDE IN 2025
$1,500 EARNED PER MINUTE
Festival
Each year, the Dia De Los Deftones festival serves as a cultural centerpiece. As the exclusive merch partner, we translate that moment into product — building cohesive assortments that balance creative edge with retail precision.
The result is merch that doesn’t just commemorate the day. It captures the energy of the community and converts it into measurable performance.
RECORD SETTING PER-HEAD
Retail + Licensing
With a genre-defying sound and a loyal following, the brand naturally lends itself to elevated retail collaborations. We work with partners to channel its dark, cinematic aesthetic into wearable collections that resonate across generations.
Through strategic licensing and distribution, merchandise extends far beyond the venue — expanding footprint, reaching new audiences, and reinforcing identity at scale.
+32% RETAIL REVENUE YOY
When every channel is aligned, merchandise stops operating in silos. It becomes a connected system that builds momentum, drives measurable growth, and strengthens the relationship between artist and fan at every stage.
