U.S. Army veteran Dean Wegner, a West Point graduate, built his whole business model on patriotism. His Tennessee-based distributorship Authentically American (asi/127625) only sells Made-in-the-USA branded merchandise.

So, when the coronavirus outbreak beset the United States, it wasn’t a surprise to find Wegner and his team at the forefront of another red-white-and-blue idealistic effort.

Authentically American’s Medical Hero Tee

Like other companies in the promotional products space, Wegner is leveraging branded merchandise to support America’s first responders on the frontlines in the fight against COVID-19 – the biggest public health crisis in the U.S. in more than 100 years.

Authentically American has released a special “Hero Tee Collection.” For every T-shirt that’s purchased, Authentically American will donate a $10 lunch through its Buy One, Feed One Program to a hardworking doctor, nurse, EMT, firefighter or police officer.

If you want to support a good cause in the #COVID19 battle, this effort for first responders from @Auth_American is a more than worthy one. https://t.co/g2Fg3fjsb6 @asicentral @SaraLav_ASI @TheresaHegel pic.twitter.com/gon58hAyX3

— Chris Ruvo (@ChrisR_ASI) March 28, 2020

“Our Hero Tee initiative is an outgrowth of our continued desire to make a difference and our core value of giving back,” Wegner told Counselor. Healthcare workers and first responders are “serving us day and night without complaint,” he added. “It’s our time to serve them.”

Elsewhere, Founder Sport Group, owner of Statesville, NC-based supplier Badger Sportswear (asi/37876), is dedicating 100% of the proceeds from sales of two new wearable products to the All Clear Foundation, a nonprofit that works to improve the life expectancy and well-being of first responders and their families. Founder’s fundraising is a direct reaction to the increased mental strain and health threats first responders are contending with daily during the pandemic.

Founder Sport Group is donating proceeds from sales of this T-shirt to the All Clear Foundation.

The products, which can be purchased here, are a T-shirt and performance activity mask. The T-shirts – available in a women’s cut, youth cut and unisex – bear the messaging “The Best Offense Is A Good Defense,” as well as All Clear Foundation branding. The intent of the tees is to remind people to defend against the spread of COVID-19 by staying home, practicing social distancing and washing hands.

Meanwhile, Founder Sport says the masks are designed for active individuals who must make an essential outing to the grocery store or another public location. While not a replacement for medical-grade facemasks, they are engineered to serve as an additional barrier to the outside environment.

Founder Sport Group’s performance activity mask

“We are hopeful that the performance activity mask will provide concerned citizens some peace of mind, while allowing medically approved N95 masks to go to front-line personnel,” said John Anton, CEO of Founder Sport Group. “During this time of crisis, we are focused on making a positive impact on the health and well-being of our community at large, and first responders specifically.”

Of course, it’s not just promo companies using merch to support first responders. Entities of all kinds are also selling limited-edition branded merchandise to benefit healthcare workers and first responders. In one of the more unique examples, heavy metal band Revocation is selling a T-shirt that includes messaging that says “Stay Home.” The band says 100% of the proceeds from sales will go to providing masks and other medical supplies to nurses in desperate need.  

Counselor previously reported how promo companies have been orchestrating merch-driven fundraisers to support bars, restaurants and other local businesses that have been devastated by closures and social distancing practices that have been mandated in an effort to slow the spread of the coronavirus.

The merch-driven initiatives for first responders and local businesses are part of the broader phenomenon that’s seeing promotional products being used to stir up support for those especially vulnerable to the health and economic impacts of the coronavirus.

Custom Ink has partnered with @FeedingAmerica to raise money to get essential supplies to communities and people facing hunger in this time of uncertainty. Check out the fundraiser and help make a difference today! https://t.co/ryXBiQJKqE pic.twitter.com/N6TDt44PAF

— Custom Ink (@customink) March 27, 2020

As another example, ecommerce-driven distributor Custom Ink has partnered with Feeding America, a nationwide nonprofit network of food banks. Custom Ink has created three special designs themed around combatting the coronavirus. They can be printed on products that include T-shirts, towels, tote bags and hats. Custom Ink plans to donate 10% of the purchase price on each product sale to Feeding America.

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