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My Racehorse needed a merchandise partner that could support a highly engaged ownership community while responding quickly to racing milestones, new horse acquisitions and brand moments.
Traditional merchandise models created challenges around minimum order quantities, excess inventory and timing, with demand often unpredictable and linked to race results and community engagement.
The business required a flexible solution that could bring products to market quickly, celebrate individual horses and generate revenue beyond race-day events.
A flexible merchandise and ecommerce solution, including:
Since partnering in 2024, we have supported My Racehorse through significant growth, evolving alongside the business as it expanded from a growing operation into an internationally recognised racing brand with a global presence and 30+ horses.
Through a local, print-on-demand model, products are only produced once ordered. This allows My Racehorse to launch collections quickly, test demand and celebrate new opportunities without committing to large upfront stock investments.
Our team develops bespoke assets for individual horses, incorporating race imagery and ownership stories into apparel and accessories that allow fans and owners to connect more deeply with the brand.
Orders are processed and dispatched continuously, with decoration handled in-house so quality and turnaround stay under our control.
As the community expanded, so did the range — from race-day essentials to a streetwear line that carries the brand well beyond the track.
A scalable merchandise model that enables My Racehorse to engage its ownership community, launch products quickly and create new revenue opportunities without inventory risk.
The partnership has evolved alongside the brand, providing the flexibility to celebrate racing milestones, grow its streetwear offering and deliver unique merchandise experiences for owners and fans worldwide.
Transforming fragmented merchandise sourcing into a centralised, technology-enabled merchandise and gifting ecosystem that supports multiple business units across the American Express enterprise.
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