Remarkable Messaging with SWAG

Cycling commuters often have one pant leg rolled up to avoid chain grease getting on their pants leaving their other calf exposed to the dirt and elements.

Someone at the bike component company, SRAM, had the idea to make some swag accordingly: a pair of socks with one sock ankle-high and the other twice the height.

This simple apparel giveaway is remarkable because it was a playful challenge to the idea of a ‘pair of socks’ while giving a wink of understanding to end users.

Ultimately, as a swag piece, these socks were a not a success. But I do not see them as a failure. Their creation was a signal to both internal and external consumers. It says the following about the organization:

• We get our customers and want to solve their problems
• Playfulness is allowed. We can laugh with you about our silliness
• Because sometimes play results in a remarkable product
• Experimentation may not always lead to a home run
• But regular practice of innovative thinking will lead to our success

It’s interesting that such a simple swag piece can communicate so much.

I’ve kept my pair in their original packaging like a collectible to remind me of a remarkable SWAG piece and the kind of company I’d like to buy from and work for.