Seven years ago, I was a professional wrestler. I performed at local shows in Cork and occasionally traveled across Ireland and beyond. What set me apart wasn’t just my in-ring persona—it was how I marketed myself. That marketing led to something unexpected: a loyal, almost cult-like following.
The culmination of that connection was a T-shirt I designed and launched (pictured below). To my surprise, it sold out four times before I finally stopped printing it.
Although I had to step away from wrestling due to injury, I’ve stayed connected to the local wrestling scene, supporting in any way I can. Recently, at a few shows, I noticed something striking: people in the crowd are still wearing that T-shirt. Seven years later.
Why does it still resonate? I believe it’s because of how it was marketed. At the time, my character and the T-shirt weren’t just about me—through digital marketing we invited fans to be part of something bigger. Whether they were chanting, cheering, or passionately booing my rivals, the audience wasn’t just watching a performance; they were part of the “movement.”
This sense of inclusion must be why people still feel a connection to it today.
Here’s the takeaway: great marketing and branding go beyond the product or the message. They invite people on a journey. They create a sense of belonging. Direct sales tactics might yield quick wins, but they rarely foster long-term loyalty. To build something that lasts—something that resonates even seven years later—you need to make people feel like they’re part of the story.
As someone who now works in content creation and branding, this realization has stayed with me. It’s a reminder that whether you’re selling a product, promoting a brand, or building a community, the key is inclusion. Invite people to be part of the movement, and you might just create something that endures.
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