Society as a whole is keyed to sports and sports figures. Once where a hat was a necessity to the keep the sun off our heads, it has now become a fashion item, something of a status symbol. The hat is the No. 1 place on a golfer if you want to be a sponsor. It is a form of advertising that can't be beat, but the trick is to make it look as fashion-forward as possible with perceived value. Corporate America doesn't see that trend any differently.
Hats are a great billboard, a great advertising tool and are being worn more and more.
As a promotional manufacturer, if we can give the perception of retail and give a corporation that same look and perception, people will wear them out and about. What a great advertising tool. They are using them for corporate events, thank yous, as door openers and incentives. Our business in the advertising field is to help promote other companies to make more money. The Marlboro points program didn't exist to say thank you to Marlboro smokers.