'If it's free, it's me'
by Phil Speer

A World Wrestling Federation Superstar can look forward to a decent salary, millions of frequent flier miles, the admiration of fans worldwide ... and an endless supply of free apparel. Even when they're not in the ring, the superstars are often walking billboards for the Federation, the XFL or any establishment that gives out free "swag," as the superstars call it.

"I can't remember the last time I bought a regular T-shirt," Bradshaw told WWF.com. "I haven't bought a T-shirt in years. It's the best and cheapest advertisement in the world to give a guy a shirt. So they give us plenty of shirts."

When the superstars visit a local gym to work out, go shopping at a vitamin supplement store -- or a motorcycle shop in the case of the Undertaker -- they are often given a T-shirt or some other token of appreciation for their business.

But the primary source of free "swag" is backstage at a Federation event. Fans come to events to see their favorite superstars. Meanwhile, backstage, the superstars are often on the lookout for Jimmy Miranda. The Federation's venue merchandise manager, Miranda controls a large box filled with Federation merchandise. He hands out hats and T-shirts to the superstars so they can wear them on television, for interviews and for meet-and-greet sessions with the fans. Or so they can just plain wear them.

"There's always that one shirt that comes out that everybody wants," Miranda says.

The favorite right now seems to be the Undertaker's "Dead Man Inc." T-shirt. It has been a top seller among fans at arenas around the country and in WWFShopZone.com since its debut last November. It is likewise popular among the superstars. Essa Rios, the Big Boss Man and Bradshaw are just a few of the superstars who have been spotted backstage wearing the shirt, as well as the Undertaker of course. Now that the "Dead Man Inc." hat has come out, the superstars have been hitting up Miranda for that, as well.

"I'm glad that a lot of the other guys wear the shirt," Undertaker says. "Not only is it their way of showing a little bit of respect towards me, which I appreciate, but also it's a way for a lot of other different people and fans to see the shirt, which generates interest."

Indeed, when a superstar wears his merchandise on television, sales increase almost immediately in WWFShopZone.com. But the superstars aren't just wearing "swag" as a publicity stunt; they wear the merchandise when they go about their everyday business. Any fan who has ever spotted a superstar in an airport can testify to that. Miranda figures that he gives out a few hundred dollars worth of Federation merchandise per month, which is a small investment considering the return.

"I think it's a very positive thing that the superstars wear our stuff out there," he says.

Miranda is also quite popular among friends and family of the superstars.

There may only be a few hundred people who bother Miranda at an arena, but when the superstars go home, merchandise is often "borrowed" by spouses, kids and others.

Ivory gives most of the merchandise she receives to her nephews. Big Boss Man says he loves XFL T-shirts, but he keeps running out of them because his daughters take them. Last Christmas, the Federation sent each of the superstars an XFL bomber jacket as a gift. Bull Buchanan "lost it" when his wife started wearing it. Buchanan also had a Stone Cold Steve Austin camouflage hat that he loved; his dad loved it too.

"Now I've got to score another one from somewhere," Buchanan said.

Chances are that "somewhere" will end up being Jimmy Miranda.

Perhaps the most well-known connoisseur of free merchandise is Al Snow. Not only does Snow often wear (free) Federation merchandise, but his collection of hockey jerseys has been well documented. He has to pay for some of them, but most he gets for free. Snow also enjoys wearing law-enforcement shirts -- FBI and police departments -- and someone once gave him an actual New York City Police badge. During an interview with WWF.com, Al wears a Submarine Base Bangor hat. He was given the hat last September when he toured the Naval facility in Washington State and re-enlisted a soldier there. Snow said memories like that are part of the reason that he enjoys getting merchandise.

"I'll have these things years from now and I can always look back and say, 'Oh yeah, I got that in Lowell,'" he said. "It always brings back a memory."

The superstars are willing to wear Federation merchandise partly because they work hand-in-hand with the Federation's creative services department to come up with the designs. The APA's "Bar and Grill" T-shirt? That was Bradshaw and Faarooq's idea. The "Dead Man Inc." shirt? Undertaker's idea.

"Our creative marketing team is phenomenal, and they're very hands on with the talent," says Undertaker. "The talent gives ideas, and they'll bring sketches and they'll sit down with the talent, and the talent has the ability to say, 'Yeah I kind of like this, but you should change that.' So it's collaboration between the talent and our merchandise team. And it's been very successful. Look at the sales of our merchandise."

When a superstar actually ponies up the money for a shirt, he is often forced to do so. Steven Richards, for example, actually bought and paid for a Universal Studios Hollywood T-shirt when he visited the theme park recently. But that was only because the T-shirt he was wearing got soaked when he went on the Jurassic Park ride.

After all, why would a superstar ever by a shirt? They have direct input into the design and style of their merchandise. They can give it to their friends and family. Wearing it is great promotion. And let's not forget the most important factor -- it's free!

"Our favorite motto is, 'If it's free, it's me,'" says Snow. "Even if we don't like the T-shirt, if it's free we'll take it. We may never wear it, but damn it, we got a free shirt! And that's all that matters, that free shirt."