Overview
Ten years ago I walked into a concert and completely misread the room. That misread became Sunday. My co-founder, then known as DJ Audiophonic, had made merch for his fans: bright, bold T-shirts. When I showed up that night, it looked like DJ Audiophonic was the most famous DJ at the concert. He wasn’t (sorry, Steven), but his merch made his brand seem bigger, like something worth being part of. That moment led to Steven and I founding Sunday. We've spent ten years building a platform that empowers brands to use merch strategically, cost-effectively, and with the same rigour they bring to any other marketing channel. Today we work with companies like Google, HubSpot, Deel, Zalando, and Booking.com. Brands that invest just as intentionally in merch as they do in any other part of their marketing mix. If you're thinking about how to maximize your merch ROI, let’s connect.
Career history
In the news
- Zalando on stage. Merch at scale. 🧡 On 24 September at DMEXCO - Digital Marketing Expo & Conference, Zili Wang, employer branding specialist at Zalando, and our co-founder Niels Vandecasteele will show how one of Europe's biggest fashion platforms turned merchandise into a people experience tool. It runs across thousands of employees, many countries and every stage of the employee journey. What you'll take away: → How merch builds culture and strengthens an employer brand → What changes when merch stops being a side project
- Most companies run merch like this: Someone in HR gets 14 emails about hoodie sizes. A spreadsheet appears. Nobody knows who made it. The boxes arrive three weeks after the new hires. Zalando does it differently. Next Thursday at DMEXCO - Digital Marketing Expo & Conference, I'm on stage with Zili Wang from Zalando to show how they run merch for thousands of employees across many countries. It covers every step, from welcome box to work anniversary. The short version: 93% less work per order. Full brand control. Nobody chasing
- Audi Revolut F1 Team. One of the smartest ways to sell merchandise is to stop selling products… and start selling personalities. That’s exactly what stood out to me in the adidas × AUDI AG × Revolut Formula 1 collection. Instead of presenting one large catalogue, the collection is connected to the team’s drivers. Fans can explore the products associated with their favorite driver, making the experience feel much more personal. My scores: Product: 8.2 Design: 8.8 Activation: 7.5 Overall score: 8.17 The design quality is exactly
- When your entire business is built around design, people expect your merchandise to reflect that. Canva delivers. The company created a playful pouch set featuring bold patterns, subtle branding and thoughtful details. My scores: Product: 8.1 Design: 8.6 Activation: 7.5 Overall score: 8.07 What stands out isn’t the product itself. It’s the restraint. Instead of covering the pouches in large logos, Canva lets the design do the talking. The branding is subtle, the patterns are distinctive and the products feel like something you’d
- Not every great merchandise campaign needs a huge budget. Ramp proves that. Ramp is a spend management platform, a category that’s naturally associated with finance, efficiency and numbers. Not exactly the easiest industry to create memorable merchandise for. Yet this small product immediately made me smile. Why? Because it communicates the company’s value proposition in seconds: Save Time. Save Money. My scores: Product: 8.2 Design: 8.1 Activation: 7.5 Overall score: 7.93 The execution is intentionally simple. The design
- Sometimes the best merchandise doesn’t just promote a brand. It drives product sales. That’s exactly what Belgian alcohol-free beer Ypra did with its retro cap collection. Omer Vander Ghinste Over the past few months, I’ve genuinely started noticing these caps everywhere in Belgium and that’s usually a sign that a merchandise campaign is working. My scores: Product: 7.4 Design: 8.1 Activation: 7.8 Overall score: 7.77 The caps themselves are clean, well designed and use bold retro colours that feel current without being overdone.
- SWAG stands for "stuff we all get". This was completely new info for me after 10 years in the industry. Keep learning.
- People stole your merch from our booth, the 2026 leaderboard so far: 1. Burger king 2. Cloudflare 3. Hubspot no permission. no shame. just excellent taste we're considering adding "theft rate" to merchmetrics
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