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  • Can Joe Biden Merch help to up the cool factor of the candidates?
  • Can Joe Biden Merch help to up the cool factor of the candidates?
    Gage Skidmore | Flickr (2019) ©
CASE STUDY

Joe Biden Merch: rebranding the pale, stale male

With the November 2020 election looming, the Joe Biden Victory Fund has launched a merch collection in collaboration with several high-profile designers. Politically engaged younger voters are getting in on the hype and wearing their Biden/Harris fandom on their sleeves.

Location United States

Scope
Two White, over-70 men as the final opponents for the presidential race in 2020 is not necessarily what most people would categorize as progress, but as the November election looms, Joe Biden’s team is eager to stress that he represents the future; and he’s using merch to build love among younger audiences and incentivize them to get out and vote.

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