Ohio company’s sales soar after Taylor Swift seen wearing apparel

COLUMBUS, Ohio (WCMH) — A hat made by a central Ohio apparel company has been restocked four times after Taylor Swift was seen wearing the cap, skyrocketing the brand’s sales to new heights.

Columbus-based Homage told NBC4 the boost in sales came after the musician attended the Coachella music festival sporting a baseball-style cap that read “New Heights,” the name of a podcast hosted by her boyfriend and Kansas City Chiefs tight end Travis Kelce and his brother Jason, former center for the Philadelphia Eagles.

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“The ‘New Heights’ Dad hat spiked a staggering 170x when Swift was spotted wearing it at Weekend One of the Coachella music fest in Indio, California,” a company spokesperson said. “The company has restocked inventory now four times.”

Homage is the official apparel partner of the podcast, selling the hat in black or green for $36. The spokesperson said the brand has ramped up manufacturing of the hat and is now delivering orders ahead of schedule, meaning fans who ordered a “New Heights” cap are likely to get it sooner than expected.

Swift and Kelce attended Coachella after a monumental first quarter of 2024, where Kelce won his third Super Bowl on Feb. 11 with the Chiefs. Kelce, who is also a University of Cincinnati graduate, cemented his legacy as one of the NFL’s most prolific tight end players, catching nine passes for 93 yards, in the Chiefs’ 25-22 overtime victory over the 49ers.

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One week prior, Swift took home another album of the year win at the Grammys for “Midnights,” marking the musician as the only artist in history to win the category four times. She had previously been tied with Frank Sinatra, Stevie Wonder and Paul Simon with three wins.

The boost in Homage sales also comes as Swift released her 11th album on April 19, “The Tortured Poets Department.” The album broke the record for the most streams earned in a single week, racking up 799 million plays on platforms like Spotify and Apple Music.

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