Blake Shelton is getting super involved in his branding.
Ahead of his 2025 Friends & Heroes Tour, the country singer, 48, revealed some of the new merchandise he’s been working on.
“Along with having a new single out to signing with a new label, I’ve also taken a little bit more control of my merch this year,” he said in an Instagram video posted on Nov. 22. Shelton released “Texas” on Nov. 14 and signed on with BBR Music Group/BMG Nashville earlier this year.
Shelton added that he felt his previous concert merch was “embarrassing” and his solution to rectifying that was this collection, which includes a $15 set of four red cups with the phrase “I Drink, Get Over It” on them and a $40 T-shirt with “I bought this shirt from Blake Shelton” typed over a candid photo he found of himself on his phone’s camera roll.
“People are in a place right now that they just want honesty. I decided, man, I’m tired of going out there and seeing these shirts that are overproduced and don’t mean anything to anybody. So, I designed this shirt right here,” he said in the video.
He captioned the post: “Taking matters into my own hands… New merch designed by yours truly out now!!! You’re welcome.”
Shelton’s Friends & Heroes Tour 2025 will kick off on February 27 in Lexington, Ky. at Rupp Arena and conclude with his show at Bryce Jordan Center in State College, Pa. on March 22.
The 12-date run spanning North American will include special guests Craig Morgan, Deana Carter, Trace Adkins and Emily Ann Roberts.
“The Friends & Heroes Tour is one of my favorite tours because as a fan, I can’t think of a cooler concert to see,” Shelton said in a statement.
Shelton opened up to PEOPLE about how the “big, big changes” in his career — including his exit from The Voice and teaming up with close friend Carson Daly on their game show Barmageddon — coupled with using his time off to embrace a slower pace at home with wife Gwen Stefani and his three stepsons, reignited his passion for country music.
“The last couple of years, especially since I’ve retired from The Voice, I’ve just kind of been trying to be very mindful of the next thing that I do, be thoughtful about it and be sure that I’m not just doing things because I’m on the hamster wheel anymore,” he shared. “It happens, and before you know it, you go, ‘My God, where have the last 10 years gone?'”
“It was just time for a new chapter, honestly. And I’m ready for it,” he said of “Texas.”
