Unless you’ve been living under a rock, you’ll know that CraveTV’s Heated Rivalry has been taking over pop culture for about 2 months now – the smash Canadian show book adaptation is breaking records around the world for ratings, streaming, and re-watches

But the fandom doesn’t stop there. Countless big brands – like Canada Dry, Tim Hortons, Shoppers Drug Mart, and even the Ottawa Senators – have jumped on the marketing train and are connecting with new audiences thanks to the hit show.

Just yesterday, Canadian apparel company Province of Canada announced their partnership with Heated Rivalry to sell the fleece Canada jacket that character Shane Hollander wears to the Sochi Olympics in 2014. With thousands signing a petition to “Release the Fleece”, this fictional piece of clothing has become a much-desired item, which, up until now, was being copied by creative DIYers and small sewing shops, unable to keep up with the demand.

And, according to an interview on CTV, Canadian Company Pride Tape, which makes rainbow patterned stick tape, says thanks to the success of the show, orders for Pride Tape are coming in at an unprecedented rate. Sales follow trends, and Pride Tape’s sales are up 40%, and coming in from countries all over the world.

So what can we learn from the success of Heated Rivalry, as people working in the promotional products industry?

Firstly, It’s not about the product – it never was. It’s about the feeling. It’s about connection.

When creating a promo product, consider the end user.

 What do you want them to feel?

What emotions are you trying to convey?

What experience do you want your customers, team, potential clients to have and more importantly, to remember?

Take the Fleece Sherpa: A Sherpa isn’t just warm, it’s familiar, it’s cozy, comforting, nostalgic. So while it’s useful, it’s also lifestyle-coded and something people reach for daily – which means your brand becomes part of their routine. As promotional products marketers, we want to help you create products people want to use, wear, and love, again and again.

We’ve said it time and time again – “It’s not about finding a pen, it’s about finding the pen that increases your brand equity.” And this adage remains true: When creating and customizing your next promotional product or kit, remember the user and find ways to make your product feel like something people would choose, not just accept.

At Innovatex, we believe the best branded pieces don’t sit in drawers or on shelves – they spark conversation, build belonging, and show pride. That’s the power of the right promotional product.