The branded merchandise industry is mourning the shocking loss of Rob Watson, CEO of Vantage Apparel (PPAI 113235, Platinum), PPAI 100’s No. 14 supplier, who died suddenly on Friday. He was 48.

I can’t believe I’m writing this five months from the day that I spent with him at Vantage’s flagship facility in Avenel, New Jersey. Watson (along with his mentor/business partner, Ira Neaman, MAS) gave me the grand tour, took me to lunch and then granted me a candid, hour-long interview for a profile in the June issue of PPAI Magazine.

We discussed his cruise ship days, changes he’d like to see for trade shows, working from home (he wasn’t a fan), the proliferation of AI-generated content and how it forced him to stop using an em dash lest anyone think he was phoning it in. He recommended Dynasty: The Murdochs on Netflix but was equally as riveted over Neaman’s tales of yesteryear.

Having both lost a parent in 2025 – his dad in April, my mom in December – there was a mutual grieving between us. In fact, the visit to Vantage was my first work trip in over a year. Watson, Neaman and their team couldn’t have been any more hospitable.

Driving home, I understood why Watson is universally respected in the branded merchandise industry, why his counsel was highly sought after, why peers and competitors alike gravitated to his warmth and wit and why ASI’s Michele Bell would happily take a 10-hour road trip with him.

“[His loss] is devastating to the industry,” Neaman, founder, president and executive chairman of Vantage, told PPAI Media on Sunday. “Rob is one of those people who transcends any one company.”

Watson’s Voyage

A James Madison University graduate, Watson didn’t mosey. He walked with purpose, eager to disrupt the status quo.

Before entering the branded merch industry, he was marketing and revenue manager for Royal Caribbean International, spending every couple of weeks at sea. Just when he was ready to move back home to Richmond, Virginia, he received a call from a headhunter for a job with New Jersey-based rewards supplier MediaTree.

Ten minutes after the interview, he received an offer. A little over a year later, he became president of the company.

ASI was his next destination, accepting an executive role focused on marketing and digital user experience. “I consider myself to be a marketing guy with a tech influence because I understand the consumer experience and their needs,” Watson told me in March. “I’m excited to work with distributors to understand what their end users are looking for and find solutions to help us get there. We’ve gone from being a product-focused industry to a service-focused industry where we use branded merchandise as part of those solutions.”

Watson’s journey also saw him work for various distributors over the years, opening his eyes to their delicate balance of serving both supplier partners and end-user clients. That’s also when he realized there was enormous opportunity in the industry to capitalize on e-commerce and company webstores.

In 2018, with a diverse background covering all facets of the industry supply chain, Watson joined Vantage as chief digital officer and then chief experience officer. It was clear that he was destined to be Neaman’s right-hand man, playing a pivotal role in enhancing customer experience, streamlining operations and driving business development initiatives.

Then, Watson’s mother passed away suddenly. With his widowed father suffering from early stages of dementia, he decided to step away from Vantage in 2022 (while staying engaged in the industry) and move back home to help.

In 2023, Watson returned as CEO, picking right back up where he left off.

Under his guidance, the company launched a new webstore platform and created a digital integrations team to facilitate on-demand ordering and fulfillment. Nearly two-thirds of Vantage’s business comes from orders that are directly integrated with distributors.

The integrations fuel Vantage’s ever- growing strategic partnerships with fellow suppliers, such as Redwood Classics Apparel, Starline and iClick. Vantage is also one of the largest decorators for industry titans SanMar, S&S Activewear and Cutter & Buck. Watson said there are more units belonging to those firms moving through the factory than Vantage’s own orders because of contract decoration, which is a core part of the business model.

“While some folks might consider them our competitors,” Watson said, “we look at them as partners more than anything else.”

‘Honoring And Healing’

Yearning to sit under Neaman’s learning tree, Watson requested to be at his table during an awards dinner more than a decade ago. Neaman’s reputation preceded him, and Watson, who had never met his future boss, was drawn to the industry veteran’s knowledge, easy-going nature and endless ambition.

It has been common for industry members to ask Neaman if Watson is his son because of how close they’ve been.

Rob was such a wonderful industry leader. People like him don’t come along too often.”

Ira Neaman, MAS

President & Executive Chairman, Vantage Apparel

“Rob was such a wonderful industry leader. People like him don’t come along too often,” Neaman says. “He had warmth, compassion and understood the business, particularly everybody’s sensibilities, and was fair.”

Vantage staff and customers were informed of Watson’s passing over the weekend. “The outpouring of responses is humbling and tells you what a good industry we’re all in,” Neaman says.  “We’re in the honoring and healing process at the same time. We’ll do our best to keep all the momentum he’s built for Vantage.”

Echoing the industry reaction, PPAI President and CEO Drew Holmgreen, CAS, says Watson’s sudden passing hits hard.

Rob made others feel welcomed, valued and connected, and I experienced that personally from the moment I entered this community.”

Drew Holmgreen, CAS

President & CEO, PPAI

“He earned immense respect as a leader and was equally admired for his kindness,” Holmgreen says. “Rob made others feel welcomed, valued and connected, and I experienced that personally from the moment I entered this community. He was among those who I sought out every opportunity that our paths crossed.

“Our hearts are with his family, friends and the entire Vantage team. While we mourn this tremendous loss, we also celebrate a legacy that will continue to shape and strengthen our global merch community for years to come.”

Watson’s diverse background of working on the supplier side, distributor side and even the business service side at ASI gave him a unique, 360-degree perspective of the industry.

He had this rare combination of brilliance and calm, and no matter how chaotic things got, he was the steadiest person in the room.”

Jake Himelstein

President, BAMKO

“In an industry built on relationships, Rob never walked into a room thinking about what he could get. He walked in thinking about what he could give,” says Jake Himelstein, president of BAMKO, PPAI 100’s No. 10 distributor.

Himelstein worked alongside Watson when he led Zing at BAMKO, and even after he moved on to lead Vantage, he remained a close friend and someone Himelstein turned to for advice.

“He had this rare combination of brilliance and calm, and no matter how chaotic things got, he was the steadiest person in the room,” Himelstein says. “He made everyone around him better, and he did it with warmth, humility and a genuine love for people. I’m devastated by this loss. My heart goes out to his family and to everyone at Vantage who loved him. Hold your loved ones close. Life is too short.”

Rob’s greatest legacy will be the people he inspired, encouraged, mentored and touched throughout his life.”

Jill Albers

VP of Client Success, BAMKO

Watson was the kind of person who left a lasting impression on everyone fortunate enough to know him, adds Jill Albers, vice president of client success at BAMKO.

“He was a true industry leader, a respected CEO and a man whose character, wisdom and genuine care for others made him stand apart,” Albers says. “His accomplishments were significant, but they never defined the person he was. Rob’s greatest legacy will be the people he inspired, encouraged, mentored and touched throughout his life. I will always be grateful for his friendship. Rob had a remarkable ability to make people feel valued, and his presence brought confidence, perspective and warmth to those around him.”

Rusty Pepper, head of global markets and partnerships at Taylor Promo Marketing, PPAI 100’s No. 16 distributor, had a standing quarterly call with Watson in which they exchanged market insights and caught up on business and life.

I’m really going to miss my friend, especially the way he could get you to open up, make you laugh and his infectious smile.”

Rusty Pepper

Head of Global Markets & Partnerships, Taylor Promo Marketing

“Rob was Mr. Reliable,” Pepper says. “If I was dealing with a challenge, wanted an honest opinion or needed someone to join me on a panel, he was my go-to. He knew this industry incredibly well, especially print on demand. It always felt like he was six months to a year ahead of everyone else.

“But more than any of that, I’m really going to miss my friend, especially the way he could get you to open up, make you laugh and his infectious smile. And of course, those preppy red slacks and sockless loafers he loved to rock!”

Outside of business, music played an integral role in Watson’s life. He was a longtime educator, adjudicator and former executive director at Fusion Winter Guard, a New Jersey-based nonprofit dedicated to color guard.

Watson is survived by his sister, Jennifer; his nephews, Jayden and Jordan; and his pets, Bentley and Dalton.

Details on a funeral service/celebration of life will be announced shortly.

In lieu of flowers, memorial donations may be made in Watson’s name to Clean Ocean Action at cleanoceanaction.org.

Written by: John Corrigan

Published with Permission from PPAI

PPAI has officially launched Merch Moves Us, a global marketing campaign designed to strengthen the business case for branded merchandise and elevate the medium’s place in the modern marketing mix.

At the center of the initiative is MerchMovesUs.org, a new platform built to give marketers more than product inspiration. The site brings together research, case studies, planning guidance and other resources intended to help marketers understand where branded merchandise fits, make a stronger case for its use and approach it more strategically.

But the campaign is not designed to succeed through PPAI’s marketing efforts alone.

• A major component of the launch is a new member toolkit created to help distributors take the campaign’s research, language and ideas directly into conversations with clients and prospects.
• Members are being encouraged not simply to share campaign creative, but to use the resources to elevate discussions beyond product and price, connect merchandise recommendations to business goals and help marketing decision-makers explain the value of branded merchandise within their own organizations.

The ambition is to change a familiar conversation from “We need some swag” to “What role could branded merch play in this campaign, experience or business goal?”

“Merch Moves Us is about elevating the perception of branded merchandise and helping the broader business community recognize its power as a strategic marketing channel,” says PPAI President & CEO Drew Holmgreen, CAS. “At its core, the campaign celebrates the ability of branded merchandise to move people, strengthen relationships and create lasting connections between brands and the audiences they serve.

“As one of the most significant initiatives our industry has ever undertaken, Merch Moves Us represents a unified effort to tell our story on a global scale, reshaping perceptions, expanding opportunities and reinforcing the essential role branded merchandise plays in modern marketing.”

As one of the most significant initiatives our industry has ever undertaken, Merch Moves Us represents a unified effort to tell our story on a global scale, reshaping perceptions, expanding opportunities and reinforcing the essential role branded merchandise plays in modern marketing.”

Drew Holmgreen, CAS

President & CEO, PPAI

PPAI will also host a LinkedIn Live this Thursday, Aug. 27 at noon (CT), to walk members through the campaign strategy, available resources and what comes next. Registration is now available.

Strengthening Conversations

The launch represents the culmination of an extensive development process centered on a persistent challenge for the industry: Branded merchandise may be ubiquitous, but it is still too often treated as a last-minute purchase or tactical extra rather than a marketing channel to be considered during the planning process.

Research conducted during campaign development identified ROI clarity, procurement pressure, competition for marketing budgets and outdated perceptions among the most significant barriers preventing merch from earning a larger strategic role in the minds of brand architects. At the same time, the research highlighted qualities such as usefulness, personalization, quality, long-term visibility and emotional connection as some of the medium’s greatest strengths.

That led PPAI to focus the campaign not simply on generating awareness, but on giving marketers stronger reasons to consider branded merchandise earlier, use it more intentionally and defend the investment internally.

The campaign was strategically shaped with guidance from PPAI volunteers – by marketers, for marketers. A marketing task force, formed in 2025, provided essential feedback, and the campaign’s framing was informed by research with brand strategists, marketers, recipients and members.

The result is an approach intended to reflect the questions and pressures marketers themselves face rather than simply repeat what the industry already believes about its value.

Those findings also influenced the campaign’s creative platform.

Rather than defining branded merchandise through a single type of product or application, Merch Moves Us is designed to scale across the many ways organizations use merch – from premium brand experiences and event activations to employee programs, safety initiatives and practical products used every day.

PHOTOS: Behind The Scenes At The Merch Moves Us Production Shoot

Its central argument is that when merchandise is useful, relevant, well made and connected to a clear goal, it can continue creating value long after the initial handoff, through attention, memory, participation, connection, perception and repeated presence in people’s lives.

Members‘ Crucial Role

PPAI’s paid media, partnerships, search strategy and public-facing content are intended to introduce and reinforce that idea with marketers. Members, however, represent the campaign’s connection to thousands of individual relationships.

That makes member adoption a critical part of the strategy.

The campaign’s member toolkit provides research and proof points, case studies, educational and reframing content, planning guidance, public-facing tools and campaign materials that members can incorporate into their own businesses.

The resources are designed to help members:

• Elevate conversations beyond product and price
• Show where branded merchandise fits within the broader marketing mix
• Connect recommendations to a client’s goal, audience and moment
• Use evidence and examples to strengthen the business case
• Explain why relevance, usefulness and quality affect results
• Give marketers clearer language to support internal approval

Members can apply the material in sales conversations, proposals, presentations, planning sessions, client follow-up and their own social and marketing content.

Just as importantly, the toolkit is not intended to script those conversations.

Keep Up With The Campaign! Follow Merch Moves Us On: LinkedIn | Facebook | Instagram

PPAI is encouraging members to add their own expertise, examples and perspective rather than repeat campaign language word for word. The aim is to create an industry-wide framework that individual businesses can translate into conversations that make sense for their own customers and markets.

The underlying strategy identified members from the outset as the campaign’s key amplification layer – the group capable of reinforcing the message throughout the client journey and helping turn broad market awareness into actual consideration and adoption.

In that sense, the success of Merch Moves Us will depend partly on what happens through PPAI’s content and advertising investment, but also on what happens in sales meetings, presentations, proposals and planning conversations across the industry.

An Always-On Resource

MerchMovesUs.org serves as the public-facing home for the initiative.

Rather than functioning simply as a campaign landing page, the site is designed as an evolving resource where marketers can encounter evidence, education and practical guidance that helps them make better decisions about branded merchandise.

The hub will continue to add original content each week, with substantive resources and member engagement capabilities coming on line in the months and years ahead, helping turn client awareness into conviction.

Measuring Progress

PPAI is also building measurement into Merch Moves Us from the beginning, establishing benchmarks that will allow the Association to determine whether the effort is changing how marketers perceive and use branded merchandise over time.

“Taking guidance from volunteers and industry leadership, we recognize the importance of building measurability into Merch Moves Us from the start,” says PPAI CMO Melissa Ralston, CAS. “The campaign establishes clear benchmarks for how marketers perceive, engage with and ultimately adopt branded merchandise as a vital part of their marketing mix. We will track real movement over time and demonstrate whether we’re advancing our goal of elevating branded merchandise as a premier marketing channel.”

We will track real movement over time and demonstrate whether we’re advancing our goal of elevating branded merchandise as a premier marketing channel.”

Melissa Ralston, CAS

Chief Marketing Officer, PPAI

The campaign plan calls for measuring more than reach or impressions. PPAI intends to monitor indicators tied to perception, engagement, share of voice, member adoption and the position branded merchandise holds among marketing channels, supported by ongoing analytics and reporting.

That long-term approach is central to Merch Moves Us. The launch is intended as the beginning of an ongoing industry marketing effort rather than a single advertising push.

For members, it is also an invitation to participate.

PPAI can take the category story to market, create resources and generate attention. The industry’s thousands of individual client relationships give members the opportunity to carry that story further – using the campaign to help clients see branded merchandise not simply as something to order, but as a marketing channel worth planning for.

Written by: Josh Ellis

Published with Permission from PPAI

Sock Club announced it has earned a Bronze Medal from EcoVadis, the world's largest and most trusted provider of business sustainability ratings, in its fi rst-ever assessment. Sock Club scored 68 out of 100, placing the company in the top 35% of all rated organizations globally and well above the overall global average of 57.1.

"Earning a Bronze Medal in our very fi rst EcoVadis assessment is a meaningful milestone for our team," Sarah Schultz, Senior Operations Manager. "It refl ects years of intentional work across our supply chain, our workplace practices, and our environmental commitments — and it gives us a clear benchmark as we continue to raise the bar."

A Strong Debut, By the Numbers

The result is especially notable given how EcoVadis benchmarks compare fi rst-time participants to more established ones:

- Companies undergoing their fi rst EcoVadis assessment typically average 51.5 points. Sock Club scored 68 — 16.5 points higher.

- Even companies with more than a decade of experience in the EcoVadis network average just 63.2 points. Sock Club's fi rst-time score surpassed that veteran benchmark as well.

Category Performance

Sock Club's Bronze Medal refl ects strong, consistent performance across all four EcoVadis assessment categories, each of which outpaced the corresponding global average.

Standout Category: Sustainable Procurement

Sustainable Procurement — widely regarded as the most diffi cult category to score well in — was Sock Club's strongest area. A score of 65 or higher qualifi es as "Advanced" in this category, a level reached by only 19% of companies assessed by EcoVadis worldwide. Sock Club's score of 70 places it firmly within that top tier.

Starline USA (PPAI 112719, Platinum) announced the retirement of Kim Reinecker, who has represented the company in the Southwest territory for the past 16 years and will retire at the end of September. Reinecker is concluding a 40-year career as a supplier representative in the branded merch industry. Reflecting on her career, she said, “The success I enjoyed throughout my career was only possible because of the trust of my customers, the support of my colleagues and the friendships I developed along the way. I am truly blessed to have spent the last 16 years representing Starline and could not think of a better company to end my industry career with.”

The company has named Clay Bridges as Reinecker’s successor in Texas. Bridges brings nearly 25 years of industry experience, most recently on the distributor side, and has recently relocated to Texas. He will assume responsibility for the territory following Reinecker’s retirement.

Brian DeBottis, Starline’s chief revenue officer, thanked Reinecker for her contributions and wished her well in retirement. He also welcomed Bridges to the organization, noting his longstanding commitment to customer service and industry expertise. Bridges will spend the coming month traveling with Reinecker to meet customers and support a smooth transition.

Published with Permission from PPAI

Branded merchandise powers lasting connections, often experienced most deeply as the gifting of a product from a brand to a recipient. But many more people touched that T-shirt, tumbler or charging device on its journey to the end recipient.

Keep that in mind when considering PPAI’s forthcoming global economic impact study, produced by highly regarded independent third-party firm Oxford Economics and slated to release in the third quarter of 2026. The study is intricate in both process and results, but it was commissioned and carried out from a simple notion: The numbers you have been seeing attributed to the branded merch industry’s annual economy do not tell the whole story.

Around the world, the true impact is far greater than the $27.1 billion attributed to U.S. distributor sales last year.

“The branded merch industry has always punched above its weight, but we haven’t always had the data to prove it,” says Danny Rosin, CAS, co-president of Brand Fuel, PPAI 100’s No. 42 distributor. “Previous figures provided valuable benchmarks, but they didn’t fully capture the scale, complexity and global reach of today’s branded merchandise ecosystem.

“This study gives us a clearer picture of who we are, the value we create and why our industry deserves a larger voice in conversations about business, trade, workforce development and economic growth.”

This study gives us a clearer picture of who we are, the value we create and why our industry deserves a larger voice in conversations about business, trade, workforce development and economic growth.”

Danny Rosin, CAS, Co-President, Brand Fuel, & Chair, PPAI Board of Directors

It’s not about just producing a bigger number. It’s about creating tangible metrics that policymakers will understand by going well beyond traditional signposts such as distributor sales. This study doesn’t stop at “traditional” promotional products (more later on what that means).

So, yes, you’ll see a bigger number when the final version of the study is released later this year – think in the hundreds of billions. But what PPAI is also equipping its members and the industry community with is a stronger foundation for advocacy. Whether you’re a small business making a case in your local economy or massive job creator contending with tariffs and supply chain challenges, you’re part of a global community that has a significant impact on the GDP of more than 200 countries. This study not only proves that, but it’s a resource to make that case to the policymakers who can effect change.

“This is really the first study of its kind,” says Alice Gambarin, associate director at Oxford Economics. “It aims to look at the industry from end to end.”

This is really the first study of its kind.”

Alice Gambarin, Associate Director, Oxford Economics

What exactly does that entail? As you can probably imagine, that’s not a short answer. We can start by pointing out four core objectives of the study:

• Go Beyond Traditional Sales Data – This means extending the analysis an extra step into metrics such as GDP, taxes, job creation and supply chain impact.
• Map The Industry’s Global Linkage – Measuring branded merchandise activity across the world.
• Capture The Entirety Of The Supply Chain – “Supplier, distributor and client” doesn’t tell the entire economic story when it comes to branded merch.
• Understand The Scope Of Industry Sales – Go beyond what people consider “traditional promotional products.”

“Branded merchandise reaches across the entire world, connecting marketing, licensing, e-commerce, retail, manufacturing, trade and end-buyer demand,” says Alok Bhat, market economist and PPAI’s research and public affairs lead. “This work will help show the scale, credibility and future growth potential of an industry that has often been underestimated.”

This work will help show the scale, credibility and future growth potential of an industry that has often been underestimated.”

‘The Branded Merch Ecosystem’

Attendees of this year’s PPAI North American Leadership Conference were given a glimpse of preliminary results of the study. But soon, the final version of those numbers will be a resource to the entire branded merch community.

To actually understand the scope of industry sales is to admit that prior sales numbers have been doing something of a disservice to what this industry encompasses. Anyone who has walked the aisles at The PPAI Expo can tell you that this is an industry too diverse in its offerings to be saddled with the notion of what many people consider “promotional products.”

That’s why you’ve seen a shift in language coming from PPAI to the term branded merchandise. What’s being referred to with branded merchandise – the range of possibilities that you see at The PPAI Expo, from food to apparel to pens to experiential activations and beyond, whether gifted or sold to consumers – is more economically meaningful than traditional promotional products sales suggest.

“Moving from promotional products to branded merchandise isn’t just semantics,” says Drew Holmgreen, CAS, PPAI’s president and CEO. “It’s a signal that what we do is bigger than product. We are part of how brands connect, engage and build lasting relationships.”

What makes up the branded merchandise ecosystem? Included in the study are:

• Traditional promotional products
• Decorated hard goods and soft goods
• Apparel, workwear and related products
• Licensed merchandise
• Retail branded merchandise
• Creator and customized merchandise
• Print-on-demand and e-commerce channels
• White-label and private-label branded goods
• Event, campaign, gifting, recognition and activation-related merchandise
• Products used by companies, organizations, schools, teams, creators, events and other brand owners to promote, represent or monetize a brand

“What really unifies all of these different items is not how it is sold, but what its purpose is,” says Gambarin.

A Value Chain Has More Points Than You Think

There’s a key word that can’t be skipped over when considering the effort. It’s a global economic impact study. The supply chain that most PPAI members will recognize for the sake of business comes down to suppliers, distributors and clients. But the economic impact of the branded merch industry goes well beyond those key points.

“We want to make sure that we capture the entirety of the value chain,” Gambarin says. “We want to capture the full economic impact, including the supply chain, as well as the consumer spending that is supported because you have employees that you employ and that you pay wages for.”

When you stop to analyze it, the money generated from branded merch stretches outward in a number of different directions. We know this because Oxford Economics did the analysis. What it determined is that the value chain has a scope that breaks down into three different streams:

• Upstream: Where the product begins. For example: Raw materials, blank product manufacturing, component production, etc.
  This captures the economic activity involved in making and sourcing the product before it becomes branded merchandise.
• Midstream:Where the product becomes branded. For example, suppliers, product sourcing, decoration, printing, embroidery, customization, packaging, kitting, warehousing, fulfillment, etc.
  Midstream captures the value created when a blank product is sourced, decorated, customized, packaged and prepared for a brand or organization.
• Downstream:The buyer-facing and market-facing side of the industry. Primarily distributors, wholesale activity, buyer relationships, sales strategy and consultation, e-commerce platforms, print-on-demand stores, retail branded merchandise, etc.
  Downstream is primarily the distributor and buyer-facing side of the value chain, but the study also recognizes adjacent channels such as e-commerce, print-on-demand, activation, retail and licensed merchandise.

All of this comes down to a larger way of thinking because, as we know, branded merch touches so much once it is released into the world. That is how we have to think about its economic impact, and that is how we have to attempt to measure that impact.

The Numbers That Matter

By creating a larger and more accurate economic value chain from which to draw insights, the global economic impact study can accomplish the initial objective of moving beyond sales data to metrics that policymakers are more comfortable with. Below are a few of those metrics:

• Gross Domestic Product:Measures the value of all final goods and services produced in an economy in one year. GDP is the main indicator of a country’s economic activity and is used to measure growth or contraction.
• Employment: The number of people employed, including partially, in the industry effort.
• Tax Receipts: Total taxes supported by the industry’s economic activity for governments across the globe.

Working Together

Upon its release, the study will include an exhaustive methodology report. PPAI worked directly with Oxford Economics, a world leader in global research and economic analysis for business and government to develop the study.

Oxford Economics specializes in evidence-based thought leadership, forecasting and economic impact analysis. Recent client work has included estimating the global economic footprint of the beer sector and its supply chain on behalf of the World Brewing Association and quantifying the economic impact of global spending on business events on behalf of the Events Industry Council.

PPAI also collaborated with Promotional Products Professionals of Canada, British Promotional Merchandise Association and Australasian Promotional Products Association for the study.

Defining ‘Branded Merchandise’

To establish boundaries for the study, PPAI and Oxford Economics worked with the following scope:

Branded merchandise is defined as any physical item created, customized, sourced or distributed by a third party on behalf of a first-party brand (including organizations or individuals) to promote, represent or monetizethe first party.

In all cases, these products function as tangible expressions of a brand.

This includes traditionally decorated promotional products(hard goods and soft goods, such as apparel, including workwear and non-licensed team/sports uniforms), as well as licensed goods both hard and soft, white-labeled items, creator-customized merchandise (such as through Etsy shops) and retail products bearing the selling brand’s name, logo or message (such as souvenir shops, college bookstores, golf pro shops, etc.).

Items may be gifted or soldto a final user and may serve marketing, cultural or commercial objectives.

Written by: Jonny Auping

Published with Permission from PPAI

Hit Promotional Products (PPAI 113910, Platinum), PPAI 100’s No. 3 supplier, and Profill Solutions – a third-party logistics and fulfillment company owned by Hit – have announced that Brian Porter has joined as vice president of business development.

Porter will also serve as a liaison to the Hit sales team as the partnership between Hit and Profill continues to grow and the companies expand their combined service offerings.

Brian brings tremendous industry experience, strong customer relationships and a proven ability to create growth.”

Mike Welker | President, Profill Solutions

“Brian brings tremendous industry experience, strong customer relationships and a proven ability to create growth,” says Mike Welker, president of Profill. “He will help us connect Profill’s operational and technology capabilities with the needs of both new and existing partners.”

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Porter’s appointment coincides with Hit and Profill’s anticipated opening of a new 800,000-square-foot fulfillment facility in Fairfield, Ohio, in September. The facility is expected to expand the company’s capacity, automation capabilities and ability to support complex, high-volume fulfillment program.

He’ll be a tremendous asset to Profill and an important part of strengthening the value we deliver together.”

CJ Schmidt | CEO, Hit Promotional Products

“Brian understands what it takes to build strong customer relationships and create long-term growth,” says CJ Schmidt, CEO of Hit. “His leadership and industry knowledge make him a great addition to the Hit and Profill teams. He’ll be a tremendous asset to Profill and an important part of strengthening the value we deliver together.”

A 32-year veteran of the branded merchandise industry, Porter most recently served as chief revenue officer of Starline, PPAI 100’s No. 29 supplier. Prior to that, he spent half a decade as vice president of North American sales at Pro Towels, PPAI 100’s No. 51 supplier. 

Profill has built an impressive platform that combines industry expertise, technology and large-scale operational capabilities.”

Brian Porter | VP of Business Development, Hit & Profill

“Profill has built an impressive platform that combines industry expertise, technology and large-scale operational capabilities,” Porter says. “I’m excited to work with Mike, support the Hit sales organization and help bring Profill’s capabilities to more customers and partners.”

Written by: John Corrigan

Published with permission from PPAI

If it feels like something is shifting in our industry… it’s because it is.

We’ve just celebrated the launch of the 2026 PPAI 100, recognizing organizations that are not only leading at a high level, but helping define what the future of branded merchandise looks like. Adjustments to the program this year reflect something just as important, the first full year of PPAI’s new five-year strategic plan.

Drew Holmgreen, CAS

President & CEO, PPAI

That’s not a coincidence. Last year was, very intentionally, a building year. We focused on establishing a new foundation grounded in who we are, where we’re going and how we move forward together. But just as importantly, we made a deliberate shift in how we talk about and position our industry.

We spent time listening more closely, learning from across our community and grounding our direction in research and real market insight. What became clear is that our greatest opportunity for growth isn’t just in what we sell, but in how we are understood.

And it starts with language. Moving from promotional products to branded merchandise isn’t just semantics. It’s a signal that what we do is bigger than product. We are part of how brands connect, engage and build lasting relationships.

That realization led directly to the creation of our five- year strategic plan rooted in a clear and unified belief that branded merchandise is a critical marketing channel that powers lasting connections. By reframing and repositioning our industry around that truth, we create space for new growth, new relevance and a bigger role in the conversations that shape brand strategy.

By reframing and repositioning our industry around that truth, we create space for new growth, new relevance and a bigger role in the conversations that shape brand strategy.”

Now, the work shifts. This year is about action. And not incremental action, but meaningful, visible and influential movement that begins to change perception at scale.

Across the market, I’m seeing that shift take hold. I’ve had the opportunity to spend time recently at annual meetings for Premier Group and HALO and with leaders across our community who have been leaning into this positioning for years. What stands out isn’t just their success, it’s their perspective. They’re not waiting for the industry to evolve. Instead, they’re actively shaping how branded merch shows up in the marketing conversation.

They see the opportunity clearly. And more importantly, they’re acting on it. That’s where the alignment with our strategic plan becomes powerful.

At its core, our strategy is focused on elevating the industry, strengthening our community and driving member success. But it only works if we move together and unify behind a shared story about who we are and the value we deliver.

Because perception drives value. And value drives growth.

This is where initiatives like PPAI’s “Superfriends” strategy come into play. We’re intentionally expanding our presence into adjacent audiences, teaming up and aligning with marketers, brand leaders and associations who influence how decisions are made. This is about widening our lane and ensuring that when the conversation turns to building brands, we’re already at the table.

And yes, if we do this right, we might finally retire phrases like “giveaways”, “trinkets” and (cringiest of all) “tchotchkes.”

What excites me most is that this isn’t theoretical anymore. The foundation is in place, and the action is happening through bold, sweeping moves, stronger partnerships and a clearer voice for what branded merch truly delivers.

Five years from now, success will be defined not just by growth, but by how our industry is understood and valued.

It’s thrilling, because now is when a moment creates momentum – not for a few companies or a select group. For all of us.

Let’s align behind it. Let’s amplify it. And let’s lead the charge together.

Written by: Drew Holmgreen, CAS

Published with Permission from: PPAI

PPAI has announced its board officers for next year. These new roles will go into effect following The PPAI Expo 2027 in January.

• Zack Ottenstein, president of The Image Group, PPAI 100’s No. 66 distributor, will assume the role of PPAI Board Chair in 2027.
• Mark Gammon, senior vice president of sales at PCNA, PPAI 100’s No. 6 supplier, has been named Chair-Elect.
• Samantha Kates, president of Spector & Co., PPAI 100’s No. 24 supplier, has been appointed Vice Chair of Finance Services.
• Current PPAI Board Chair Danny Rosin, CAS, co-owner and co-president of Brand Fuel, PPAI 100’s No. 42 distributor, will serve as Immediate Past Chair.

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“The branded merchandise industry is changing rapidly, and PPAI is fortunate to have leaders like Zack Ottenstein, Sam Kates and Mark Gammon investing their time and expertise to serve and guide the way forward,” Rosin says. “Their complementary strengths in strategy, finance, operations, innovation and relationship-building will position the Association to shape its future.”

PPAI is fortunate to have leaders like Zack Ottenstein, Sam Kates and Mark Gammon investing their time and expertise to serve and guide the way forward.”

Danny Rosin, CAS

PPAI Board Chair

Fresh Perspective

Both Gammon and Kates are looking forward to bringing something new to their positions.

“This industry has provided opportunities for so many of us, and I see this role as a chance to give back by serving our members, strengthening relationships and helping position our industry for its next generation of growth,” Gammon says.

Zack Ottenstein

Incoming PPAI Board Chair

One of his biggest goals is to inspire young professionals to pursue careers in the branded merchandise industry by creating relationships with colleges and universities.

“If we continue to invest in education, embrace innovation and work together with a spirit of collaboration, the future of the branded merch industry is incredibly bright, and I’m excited to help be part of that journey,” Gammon says.

If we continue to invest in education, embrace innovation and work together with a spirit of collaboration, the future of the branded merch industry is incredibly bright.”

Mark Gammon

Chair-Elect, PPAI Board of Directors

Kates has spent almost 30 years in this industry running sales teams, marketing teams and now a business. “When I read the numbers, I’m reading them through the lens of someone who has to turn insight into action,” she says.

“After all, financials can feel abstract if they’re not connected to real operating decisions. [If I can] help the Board and our members see the numbers as a tool for driving the business forward, that’s the contribution I want to make.”

Both Gammon and Kates aspire to grow PPAI’s impact and reach amongst the industry.

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“Our greatest asset isn’t the products we create – it’s the people behind them,” Gammon says. “If we continue to invest in education, embrace innovation and work together with a spirit of collaboration, the future of the branded merch industry is incredibly bright, and I’m excited to help be part of that journey.” 

Kates hopes to demystify finances for PPAI members. “This role, to me, is about making sure the financial side of PPAI feels connected to the real businesses our members are running every day,” says Kates. She also encourages feedback so she can better serve the industry. “If you have thoughts on what would make this organization more useful to you, please tell me. That’s how this works.”

If you have thoughts on what would make this organization more useful to you, please tell me. That’s how this works.”

Samantha Kates

Vice Chair of Finance Services, PPAI Board of Directors

Kates says that PPAI members are dealing with tariffs, channel pressure, consolidation and uncertainty about what the next few years will look like. With that in mind, the question she keeps coming back to isn’t “Are we healthy today?”

It’s “Are we set up to keep serving members well through whatever comes next?”

“We have to be thoughtful about where our revenue comes from, careful about reserves and honest about the risks ahead,” Kates says. “If you’ve ever looked at a Board update or a financial report and thought ‘I don’t really know what that means for me,’ I hear you. I want to help change that.

“This role is about making sure the financial side of PPAI feels connected to the real businesses our members are running every day. If you have thoughts on what would make this organization more useful to you, please tell me. That’s how this works.” 

Written: Hanna Brookshire

Published with Permission from PPAI

BamBams, a leading supplier of innovative promotional products known for delivering game changing branded merch is proud to announce the exclusive launch of THE SHOEZIE™ COLLECTION at the ASI Chicago Show.

As the exclusive licensed supplier for the ASI and PPAI promotional products industry, BamBams will manufacture and distribute THE SHOEZIE™ COLLECTION, bringing distributors a unique new product that blends sports, celebration, and brand engagement into one memorable experience.

Crafted in Texas from premium double insulated foam, SHOEZIE™ Beverage Insulators are available in Low-Top and High-Top styles to fit 12 oz. cans, slim cans, and most bottles. Both styles are fully customizable—choose from ready-to-go designs or create a custom look for sports marketing, corporate gifting, retail, fundraising, events, and promotional campaigns.

The collection also features SHOEZIE SMART™, an optional NFC chip embedded in the sole that connects users to websites, videos, social media, promotions, event information, donations, registrations, and more with a  simple tap. No app. No charger. Just tap.

"We're not changing what a beverage insulator does, we're changing how people experience it," said Dan Taylor, CEO of BamBams. "By combining creative design, premium functionality, and optional smart technology, THE SHOEZIE™ COLLECTION transforms an everyday beverage insulator into a product people will use, keep, and remember."

ASB has partnered with Kirk Ross as a consultant to help expand and strengthen its distributor partner network. Working closely with ASB's leadership team, Ross will focus on fostering meaningful distributor relationships and supporting continued growth within the ASB family. Drawing on nearly four decades of industry experience, extensive relationships, and a consultative approach, he will help identify new opportunities, strengthen distributor partnerships, and expand the ASB family.

Ross began his career in the promotional products industry with Awardcraft in 1988. Throughout his 38-year career, he has developed deep expertise in senior leadership, sales growth, organizational development, and operations. His experience includes 22 years on the supplier side, 14 years on the distributor side, and two years representing multiple product lines, giving him a well-rounded perspective across every facet of the promotional products industry.

“Kirk and ASB have had a close relationship for a number of years during his time in our industry,” shared Justin Zavadil, CEO and President of ASB. “He has an incredible reputation, and we are so pleased he’s made the decision to work directly with us to help grow the American Family."

"I am truly grateful and excited to partner with ASB in this consulting and growth-focused role,” said Ross. “Their leadership, internal culture, and longevity are unparalleled. By leveraging my industry knowledge and long-standing relationships, I look forward to helping expand ASB's distributor network and welcoming new sales partners into the ASB family."