Amaze Powers Successful Limited Edition TuffnUP Collection with Global Creator Joe Rauth
Rhea-AI Summary
Amaze (NYSE American: AMZE) announced comedian and creator Joe Rauth launched an official Amaze storefront featuring TuffnUP, a Christian-focused limited edition apparel line. Rauth brings over 14 million followers across Instagram, TikTok, and YouTube. The drop launched last week and quickly gained traction.
Amaze highlighted its end-to-end commerce platform that lets creators design and sell merchandise without handling inventory, production, or fulfillment, enabling global distribution and scalable product drops.
Positive
- None.
Negative
- None.
News Market Reaction
On the day this news was published, AMZE declined 8.01%, reflecting a notable negative market reaction. Argus tracked a peak move of +5.3% during that session. Argus tracked a trough of -8.9% from its starting point during tracking. Our momentum scanner triggered 9 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $715K from the company's valuation, bringing the market cap to $8M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves, with names like YHC up 5.97%, WVVI up 0.77%, and others such as IBG down 9.76%. No coordinated sector trend is evident relative to AMZE’s 10.28% gain.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 06 | CEO media appearance | Positive | +9.9% | CEO discussed creator-led commerce and platform strategy on a podcast. |
| Feb 05 | Event sponsorship | Positive | -14.6% | Named official merchandise sponsor for Winter Music Conference 2026. |
| Feb 03 | Governance update | Neutral | -2.6% | Cancelled special stockholder meeting; proposals moved to annual meeting. |
| Jan 29 | Product expansion | Positive | +4.2% | Expanded creator merchandise with customizable plushies via partnership. |
| Jan 27 | Conference sponsorship | Positive | +7.4% | Announced sponsorship of SoCom 2026 social commerce conference. |
Recent news has often coincided with positive price reactions, though one partnership announcement saw a sharp decline.
Over the past weeks, Amaze has issued a series of creator-commerce and event-focused announcements. Sponsorships like SoCom 2026 on Jan 27 and the Winter Music Conference release on Feb 5, plus product expansions such as plushies on Jan 29, highlight a push into creator merchandising and live events. The CEO’s podcast appearance on Feb 6 also drew attention, with a 9.88% move. Today’s creator storefront launch fits this ongoing strategy of deepening creator-led commerce.
Market Pulse Summary
The stock moved -8.0% in the session following this news. A negative reaction despite a commercial partnership announcement would have echoed the 14.57% decline following the Winter Music Conference news. In that instance, upbeat strategic messaging contrasted with selling pressure in a stock already trading far below its $14.145 52-week high. Given the price remains under the $3.95 200-day MA, prior weakness and existing overhangs could have outweighed incremental creator-commerce headlines.
AI-generated analysis. Not financial advice.
With Over 14 Million Fans Worldwide, Joe Rauth Brings Official Merchandise to Life Through Amaze Storefront
NEWPORT BEACH, Calif., Feb. 10, 2026 (GLOBE NEWSWIRE) -- Amaze Holdings, Inc. (NYSE American: AMZE) (“Amaze”) a global leader in creator-powered commerce, today announced that popular comedian and influencer Joe Rauth has launched his official merchandise storefront on the Amaze platform. With a fanbase of more than 14 million followers across Instagram, TikTok, and YouTube, Rauth’s Amaze digital storefront features his personal brand TuffnUP, a Christian-focused line of apparel, including t-shirts, shorts, hoodies, and more.
The limited edition TuffnUP collection successfully launched last week and quickly gained traction among Rauth’s highly engaged audience. Known for his skit-style comedy content blending humor with faith-centered themes, Rauth has cultivated a massive community around the world that connects deeply with his message. The collection features exclusive apparel designed specifically for this drop, with select items available for a limited time through his Amaze storefront.
“This launch shows what is possible when creators build products authentically reflecting their voice and values,” said Aaron Day, CEO of Amaze. “Joe has built an incredibly strong connection with his loyal audience, and TuffnUP is a natural next step for him to take as he builds that connection even more. Amaze is proud to support creators like Joe as they turn community engagement into real businesses.”
The success of the TuffnUP launch highlights Amaze’s end-to-end commerce platform, which enables creators to design, launch, and scale merchandise collections without managing inventory, production, or fulfillment. Through Amaze, creators maintain complete control while accessing the infrastructure and supply chain needed to support high-demand product drops and global distribution.
As creators increasingly look to diversify revenue through owned brands and limited edition releases, Amaze continues to expand its ecosystem to support creators across a diverse range of communities.
Fans can explore Joe Rauth’s TuffnUP collection and future releases through his Amaze storefront: TuffnUP.
For investor information, please contact IR@amaze.co
For press inquiries, please contact PR@amaze.co
About Amaze:
Amaze Holdings, Inc. is an end-to-end, creator-powered commerce platform offering tools for seamless product creation, advanced e-commerce solutions, and scalable managed services. By empowering anyone to “sell anything, anywhere,” Amaze enables creators to tell their stories, cultivate deeper audience connections, and generate sustainable income through shoppable, authentic experiences. Discover more at www.amaze.co.
Cautionary Note Regarding Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act and Section 21E of the Securities Exchange Act of 1934, as amended (the “Exchange Act”). These statements relate to future events and developments or to our future operating or financial performance, are subject to risks and uncertainties and are based on estimates and assumptions. Forward-looking statements may include, but are not limited to, statements about our planned acquisitions, strategies, initiatives, growth, revenues, expenditures, the size of our market, our plans and objectives for future operations, and future financial and business performance. These statements can be identified by words such as such as “may,” “might,” “should,” “would,” “could,” “expect,” “plan,” “anticipate,” “intend,” “believe,” “estimate,” “predict,” “potential” or “continue,” and are based our current expectations and views concerning future events and developments and their potential effects on us.
These statements are subject to known and unknown risks, uncertainties and assumptions that could cause actual results to differ materially from those projected or otherwise implied by the forward-looking statement. These risks include: our ability to execute our plans and strategies; our limited operating history and history of losses; our financial position and need for additional capital; our ability to attract and retain our creator base and expand the range of products available for sale; we may experience difficulties in managing our growth and expenses; we may not keep pace with technological advances; there may be undetected errors or defects in our software or issues related to data computing, processing or storage; our reliance on third parties to provide key services for our business, including cloud hosting, marketing platforms, payment providers and network providers; failure to maintain or enhance our brand; our ability to protect our intellectual property; significant interruptions, delays or outages in services from our platform; significant data breach or disruption of the information technology systems or networks and cyberattacks; risks associated with international operations; general economic and competitive factors affecting our business generally; changes in laws and regulations, including those related to privacy, online liability, consumer protection, and financial services; our dependence on senior management and other key personnel; and our ability to attract, retain and motivate qualified personnel and senior management.
Additional risks and uncertainties that could cause actual outcomes and results to differ materially from those contemplated by the forward-looking statements are included in our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q and other future filings and reports that we file with the Securities and Exchange Commission (SEC) from time to time. Given these risks and uncertainties, you should not place undue reliance on these forward-looking statements. Also, these forward-looking statements represent our estimates and assumptions only as of the date of the press release. Unless required by law, we undertake no obligation to update or revise any forward-looking statements to reflect new information or future events or developments.
FAQ
What did Amaze (AMZE) announce about Joe Rauth's TuffnUP storefront on Feb 10, 2026?
How does the TuffnUP launch affect Amaze's business model and capabilities (AMZE)?
Does Joe Rauth’s TuffnUP launch on Amaze (AMZE) involve inventory or fulfillment responsibilities for the creator?
What audience reach did Amaze cite for Joe Rauth's TuffnUP collection (AMZE)?
Where can investors or customers find Joe Rauth’s TuffnUP collection and who to contact for investor relations (AMZE)?
