Turnover chains started as a sideline celebration. Now they’re becoming a new category in sports merchandising.

This week, Jake and Tyler sit down with James Helms, founder of PopChains, to unpack how a Houston startup is turning bold, customizable chains into marketing tools, fan collectibles, and digital engagement platforms. They talk about building U.S.-based manufacturing, landing partners like the Savannah Bananas, and why wearing a brand around your neck can spark conversations that traditional merch never will.

⏱️ Timestamps

00:00 — Intro to PopChains & Chain Trend
00:53 — Why Chains Are Everywhere
01:29 — Miami & Early Chain Origins
02:12 — Brand Exposure & Conversation Starters
03:05 — Company Origins & U.S. Manufacturing
04:07 — Miami Hurricanes & Turnover Chains
05:26 — When Chains Became a Business Idea
06:03 — Gaming Background & Early Ventures
06:54 — From Signage Idea to Chain Concept
07:46 — Designing a More Durable Chain
08:11 — Static vs. Dynamic Chain Designs
09:10 — Customization & Accessories
10:00 — NFC Tech & Digital Ownership
10:59 — Fan Engagement & Future Rewards
11:10 — Who the Product Is Sold To
12:19 — Early Customers & Emerging Sports
13:16 — Pitch Process & Unboxing Experience
14:34 — Savannah Bananas Partnership
15:15 — Manufacturing Challenges
16:35 — Sizing, Weight & Fan Usability
17:18 — Handling Sales Pushback
18:13 — Case Studies & Social Proof
19:30 — Convincing Skeptical Buyers
21:11 — Are Chains a Fad?
22:33 — Designing for Longevity & Custom Drops
24:44 — One-Size & Collectibility Advantage
25:08 — Product Category: Accessories?
25:59 — Expanding Beyond Chains
26:32 — How NFC Integration Works
28:14 — Growth Plans & Brand Demand
29:31 — NIL & Brand Exposure Opportunities
30:05 — Psychology of Wearing Brands
31:24 — Why Chains Work as Advertising
32:58 — Working with the Costco Guys
35:31 — Where to Follow PopChains
35:54 — Jake & Tyler Reflection
37:45 — Would Fans Actually Wear Them?
39:09 — Novelty vs. Staying Power
40:10 — Comparisons to Foam Fingers & Cheeseheads
41:24 — Outro