IN THIS ISSUE P PA I . ORG/ MED I A 12.25 Spring Apparel Trends p. 18 Succession Planning p. 26 Product Power 2026 p. 60 Bright As Ever INTRODUCING THE PPAI RISING STARS CLASS OF 2025 p. 38 H H H
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4 From PPAI From Moment To Momentum 7 Creative Calendar Essentials 10 Use Case Building Brand Identity 14 Solutions Spotlight Software 18 In Style 5 Apparel Trends To Watch For Spring 2026 Voices 24 Responsibility The Kids Are All Right 26 Your Business How To Succeed 28 Innovation Lessons From The Past Must Read 32 Promotional Products Work Microbreweries Community 68 Buzzworthy 70 PPPC Communiqué 73 Inside PPAI 77 New Members 81 Datebook 86 Perfect Promo CONTENTS 12.25 VOLUME 49, ISSUE 10 Bright As Ever Drawn from more than 200 nominations across the promotional products industry, this year’s PPAI Rising Stars exemplify ambition, creativity and the leadership that will define promo’s next generation. 38 Product Power 2026: What Consumers Want Next How value, design and purpose are reshaping the way consumers connect with brands through promotional products. 60 60 38 PPAI • DECEMBER 2025 • 3
From PPAI Denise Taschereau Chair of the Board 12.25 For younger generations, a product with a logo can hold meaning far beyond marketing – it can say, “I belong here.” It can signal shared values, identity and purpose. From Moment To Momentum WHEN I SAT DOWN to write my first letter in PPAI Magazine at the beginning of the year, I shared an observation: Merch is having a moment. And I also shared my belief that together we can make that moment permanent. Almost a full year later, my optimism is stronger than ever. We’re well on our way – thanks in large part to emerging leaders in our business, as well as to those throughout the larger marketing community and to the ideals of younger consumers. Everywhere I look, I see proof that promotional products are changing for the better. They’re becoming more meaningful. The medium is no longer just about exposure or impressions. For younger generations, a product with a logo can hold meaning far beyond marketing – it can say, “I belong here.” It can signal shared values, identity and purpose. That’s a profound shift. This month, as we celebrate the PPAI Rising Stars, I’m reminded that the future isn’t waiting in the wings. It’s already here – bright, curious and restless to do things differently. These emerging leaders are fluent in a new creative language. They understand that a well-made product with an authentic story can build community. They care about integrity in design and responsible quality in production, not just quantity or reach. They see merchandise not as clutter but as connection. Watching this new generation step forward – including into seats on your PPAI Board – has made me reflect on what it means to lead today. The instinct to protect what we’ve built is strong, but so is the opportunity to evolve. The best thing seasoned professionals can do right now is to stay open – to mentor, sure, but also to listen and to leave space for ideas that challenge us. I’ve seen the value of this approach firsthand in recent months as we’ve worked to develop the Association’s forthcoming Strategic Plan, taking feedback from longserving volunteers and rising leaders alike. The younger professionals entering our field aren’t trying to replace what came before. They’re trying to build on it, to make it more relevant and more responsible for the world they’ve inherited. At Fairware, we built our business on the belief that what we create should reflect what we value. That belief is spreading. Across the industry, I see companies weaving purpose into their work, choosing products more carefully, asking tougher questions, insisting that creativity and conscience belong in the same conversation. It’s not a uniform change – it’s unfolding company by company, person by person – but it’s happening, and it’s worth celebrating. The Rising Stars show us what this evolution looks like in real time. They bring curiosity, digital literacy and empathy into their decision-making. They see that good storytelling and good sourcing go hand in hand. And they remind all of us that leadership isn’t about holding the gavel. It’s about knowing how to pass it, and how to listen. Our challenge now is to meet their courage with our own, to teach what we know and to let ourselves be changed in the process. The health of this industry depends not only on innovation, but on our willingness to trust and collaborate across generations. If we do that – if we make space for these new voices and give their ideas the respect they deserve – our industry won’t just stay relevant. It will thrive, guided by creativity, purpose and heart. 4 • DECEMBER 2025 • PPAI
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PPAI® PUBLISHER & EDITOR-IN-CHIEF Josh Ellis JoshE@ppai.org DEPUTY EDITOR John Corrigan JohnC@ppai.org SENIOR NEWS EDITOR Jonny Auping JonnyA@ppai.org MARKETING COPYWRITER Sarah Luna sarahl@ppai.org MARKET ECONOMIST & SENIOR MANAGER, RESEARCH Alok Bhat AlokB@ppai.org PUBLIC AFFAIRS MANAGER Rachel Zoch, CAS RachelZ@ppai.org RESEARCH COORDINATOR Shiella Aparis ShiellaA@ppai.org ART DIRECTION SPARK Publications SPARKpublications.com 704-844-6080 ADVERTISING MANAGEMENT ACCOUNT MANAGERS Connie Brazil Nick DiNicola Brandon Dunaway Heather Mangold Mark Rykojc PPAI.org/account-managers ADVERTISING CONTACT Amy Weisman 972-258-3080 AmyW@ppai.org PRESIDENT & CEO Drew Holmgreen 888-I-AM-PPAI CHIEF REVENUE & EXPERIENCE OFFICER Ellen Tucker, MAS, CAE DIRECTOR OF FINANCE Renae Ward CHIEF MARKETING OFFICER Melissa Ralston CHIEF OPERATING OFFICER Christopher Cheney DIRECTOR OF HUMAN RESOURCES Nicole Rhooms DIRECTOR OF TECHNOLOGY Kimberly Richardson DIRECTOR OF CORPORATE RESPONSIBILITY & SUSTAINABILITY Elizabeth Wimbush, CAS BOARD OFFICERS CHAIR OF THE BOARD Denise Taschereau Fairware IMMEDIATE PAST CHAIR Andrew Spellman, CAS Therabody CHAIR-ELECT OF THE BOARD Danny Rosin, CAS BrandFuel VICE CHAIR, FINANCE SERVICES Zack Ottenstein The Image Group BOARD MEMBERS REGIONAL RELATIONS COMMITTEE DELEGATE TERM EXPIRING 2027 Kara Keister, MAS Social Good Promotions TERMS EXPIRING 2026 Chris Anderson HPG AT LARGE DIRECTOR Lori Bauer iPROMOTEu TERMS EXPIRING 2027 Dan Pantano alphabroder TERMS EXPIRING 2028 Zack Ottenstein The Image Group Erin Reilly Pop! Promos Danny Rosin, CAS Brand Fuel TERMS EXPIRING 2029 Mark Gammon PCNA Kate Alavez PromoShop PPAI HEADQUARTERS 3125 Skyway Circle North, Irving, Texas 75038-3526 Phone: 888-IAM-PPAI (426-7724) www.ppai.org, pubs.ppai.org READER RESOURCES SUBSCRIBE TO PPAI MAGAZINE: Subscribe online at pubs.ppai.org or send your name, title, company name and mailing address, along with phone and fax, to PPB Subscriptions, 3125 Skyway Circle North, Irving, Texas 75038. Or phone in your subscription to 972-258-3019. Include payment with your order. Visa, MasterCard and American Express are accepted, along with checks. Additional member subscriptions are $58 for PPAI member companies (U.S.), $70 (Canada and Mexico) and $75 (international). Nonmember subscriptions are $72 (U.S.), $82 (Canada and Mexico) and $92 (international). Please allow four to six weeks for start of subscription. ADVERTISE IN PPAI MAGAZINE: Download a media kit with rates and specs for all PPAI print and digital publications at media.ppai.org, or call 972-258-3019 or email mediasales@ppai.org. Promotional Products Association International 6 • DECEMBER 2025 • PPAI
If this calendar is helpful or if you have ideas for ways that we can better provide this information, email the editors at magazine@ppai.org. Exceptional Promotions SPECIAL OBSERVANCES CALL FOR Use these key dates and seasonal celebrations to spark creative campaigns your clients will love. Compiled by Sarah Luna January NATIONAL HOBBY MONTH Product Idea: Turn last night’s questionable decisions into a brand win with the Mini Hangover Kit. The compact 5x2.75-inch half-moon shaped bag is made of white faux leather with a zip closure. Recovery essentials inside include Advil, a hydrating drink mix, mints and more to make the morning after more comfortable. Custom items can be added to tailor the kit for specific audiences. It’s a fun way to show your brand cares even after the party ends. Clik Clak / PPAI 217084, Silver / clikclak.com 1 NATIONAL HANGOVER DAY 5 NATIONAL BIRD DAY 19 NATIONAL POPCORN DAY 10 NATIONAL UMBRELLA DAY 17 NATIONAL RANDOM ACTS OF KINDNESS DAY 27 NATIONAL RETRO DAY 10 NATIONAL PACK YOUR LUNCH DAY 23 NATIONAL CHIP AND DIP DAY 30 NATIONAL PENCIL DAY February March NATIONAL EMBROIDERY MONTH Product Idea: Give vintage vinyl a fresh spin with the Refillable Recycled Vinyl Record Notepad Holder. Made in the USA from authentic recycled records, each holder includes a refillable 5x8-inch notepad crafted from recycled materials. The front cover and inside panel offer space for custom record label artwork, turning each piece into a unique branded keepsake. A sturdy matboard back provides support for notetaking on the go, making it practical promo that hits all the right notes. Record Remix / PPAI 706772, Standard-Base recordremix.com NATIONAL SAUCE MONTH Product Idea: The Silipint Silicone 10-oz. Lidded Bowl adds a touch of style to everyday routines. Made from food-grade silicone, it’s safe for the freezer, microwave and oven up to 450 degrees, and it can go straight into the dishwasher when the meal is done. The flexible lid seals tightly to keep food fresh, while the soft but durable design stands up to daily use without cracking, fading or retaining odors. Lightweight and portable, it’s perfect for meal prep, leftovers, snacks or desktop dining. Available in two color options, it’s a simple way to make your brand a reliable lunch companion. Active Life Promo / PPAI 436753, Standard-Base activelifepromo.com PPAI • DECEMBER 2025 • 7
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PROMOTIONAL PRODUCTS TO BE UNIVERSALLY VALUED Essentials 12.25 USE CASE p. 10 IN STYLE p. 18 Andrey Suslov / Shutterstock.com SOFTWARE These verified PPAI-member business services partners help promo companies cut down on manual work, improve order visibility and stay sharp in a fast-moving industry. page 14 SOLUTIONS SPOTLIGHT PPAI • DECEMBER 2025 • 9
Building Brand Identity From cutting boards to binoculars, Shawna Trom of Avalon Image Group shares her picks for thoughtful products that keep a brand’s personality visible in everyday routines. Compiled by Sarah Luna SHAWNA TROMCZYNSKI, MAS Partner Avalon Image Group PPAI 353782, Standard-Plus Twinsburg, Ohio The Mini Bamboo Blossom Kit makes sustainability feel personal. Each biodegradable bamboo pot includes a seed packet and two coir pellets, along with a full-color wrap that doubles as the main branding space. “These have been so popular with all industries,” Tromczynski says. “They offer full-color wrap and a logo on the biodegradable bamboo pot. Choose from veggies, flowers or herbs, or do a mix.” That mix-and-match planting option lets organizations tailor kits to their message or audience, whether they choose basil, blooms or something in between. The wide imprint area leaves space for design and text while keeping the look clean and natural. As the plants grow, so does recognition, reminding customers of a brand that puts care and creativity first. Illini / PPAI 111235, Gold / illiniline.com inspiring.team / Shutterstock.com 10 • DECEMBER 2025 • PPAI Essentials | Use Case
Tromczynski says this Metal Domed Key Tag is built for long-term use and designed to look good doing it. Each tag features a stainless-steel base with a full-color imprint sealed under a glossy epoxy dome, giving it a finish that holds up over time. Every piece is uniquely coded and registered in a global recovery program with a 95% return rate, helping people get their keys back quickly when they go missing. That recovery feature gives the piece more purpose than a standard keychain, and the fullbleed decoration area keeps a logo in view every time it’s in hand. It reflects consistency and attention to detail, helping companies reinforce trust whenever customers reach for their keys. The five-year warranty underscores its reliability and long life. ReturnMe / PPAI 362853, Standard-Base returnmepromo.com Tromczynski points to the Patriot 20-oz. Tumbler for both its craftsmanship and its cause. “These tumblers are beautiful and come in a box that explains the mission,” she says. “Patriot Coolers proudly supports our veterans. With every purchase, a donation is made to Homes For Our Troops.” Made from stainless steel with copper-lined insulation, the tumbler keeps drinks cold for 24 hours or hot for 12. The laser-engraved logo space pairs cleanly with the debossed stars and stripes, creating a finish that looks at home anywhere. With a spill-resistant lid and non-slip base, it’s built for everyday reliability and carries a mission that adds meaning beyond the decoration. HIRSCH / PPAI 221823, Platinum / hirschpromo.com Tromczynski describes this 3-in-1 Heavy Duty Cable as “quality, usable and perfect for ‘connecting’ with customers and prospects.” The cable includes three interchangeable charging tips compatible with most phones, keeping it useful for nearly anyone. Its reinforced housing prevents tangling, and the smooth coating gives it a sturdy but flexible feel. The imprint panel on the connector hub positions a logo where it will be seen each time the cable is pulled from a bag or drawer. Offered in five colors, it’s a compact tech item that performs well and keeps a brand close at hand. Tomax / PPAI 113176, Gold / tomaxusa.com “Patriot Coolers proudly supports our veterans. With every purchase, a donation is made to Homes For Our Troops.” —SHAWNA TROMCZYNSKI, MAS PPAI • DECEMBER 2025 • 11 Use Case | Essentials
These Sports Binoculars deliver both fun and function with 4x magnification, a rubberized finish and a carrying case. Tromczynski used them in a creative selfpromo with the theme “Creative Marketing Doesn’t Have to Be Elusive,” pairing the binoculars with a bird-watching concept that represented different services. “It was very successful,” she says. The binoculars are compact and comfortable to hold, and the branding surface allows for a clean imprint that complements the frame. Tromczynski says the concept resonated because it connected directly to her team’s work, turning a simple giveaway into something memorable. SnugZ USA / PPAI 112982, Platinum / snugzusa.com Turn a useful kitchen piece into a brand reminder with the Bamboo Bar Cutting Board With Metal Cheese Cutter. Made from durable bamboo, it features a built-in metal cheese slicer that lifts open from one end and includes an extra wire for backup. Measuring 12x6 inches, it’s compact enough to mail but still large enough to make an impression. A generous decoration area provides clear space for branding or messaging. Whether used at home or sent as a client gift, it pairs everyday function with ongoing visibility. The smooth bamboo grain offers a natural backdrop for engraving, creating a distinct, lasting mark. Calico Promos / PPAI 508405, Standard-Base calicopromos.com The Cork & Craft Journal helps brands express what they stand for. Its cork-covered flap and smooth hardcover offer a natural, understated look. The magnetic closure and ribbon bookmark keep everything in place. Inside the 5x8.5-inch journal are 80 sheets of ruled paper, making it ideal for notes, planning or ideas that shape a brand’s next move. Additionally, through a partnership with 1% for the Planet, 1% of sales are donated to nonprofits dedicated to protecting the planet, aligning well with brands that prioritize accountability and continuity. Journal Books / PPAI 110769, Gold / journalbooks.com Luna is a marketing copywriter at PPAI. 12 • DECEMBER 2025 • PPAI Essentials | Use Case
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Andrey Suslov / Shutterstock.com Software SOFTWARE ISN’T JUST a digital filing cabinet. It’s how teams stay aligned when products are customized, deadlines are tight and clients expect updates before they even ask. As campaigns get more complex and timelines shrink, companies are turning to platforms built for how the promo industry runs. These tools connect sales and production, coordinate inventory with decoration schedules and give teams reliable information without delays. Distributors use software tools to manage storefronts, track orders and automate repeat purchases. Built-in authorizations track budgeting, and shipping logic keeps things moving without constant check-ins. On the supplier side, software pulls together purchase orders from different clients, keeps production in sync with inventory and flags artwork or fulfillment issues before they cause problems. Both sides get fewer surprises and more time for relationships. It’s not about piling on more apps. It’s about using tools that cut friction, simplify repeatable work and help teams deliver great service instead of chasing status updates. That kind of clarity isn’t a bonus – it’s a must. See more on these business services providers and many more. Visit PPAI.org/solutions. These verified PPAI-member business services partners help promo companies cut down on manual work, improve order visibility and stay sharp in a fastmoving industry. 14 • DECEMBER 2025 • PPAI Essentials | Solutions Spotlight
The Provider The Solution SAGE PPAI 100001, Diamond Empower your business with the dynamic SAGE and PPAI partnership, offering a comprehensive suite of tools and benefits for distributors to thrive in the promotional products industry. ArtWork Services USA PPAI 231735, Gold AWS is a 24/7, nonstop, one-source partner offering expert solutions in artwork, online stores, ERP, order management, outsourcing, software and consulting. It empowers distributors and suppliers streamline operations, enhance efficiency, and reduce costs. Chipply PPAI 810551, Silver Chipply provides a robust platform designed specifically for decorators, empowering them to confidently launch online stores tailored to their needs. Founded by a team dealer, the company brings deep industry insight into the promotional products space, ensuring the platform addresses the unique challenges and opportunities decorators face. commonsku PPAI 552077, Silver Specifically designed for the promotional products industry, commonsku is a CRM, order management and e-commerce platform rolled into one. DemandBridge PPAI 656801, Silver DemandBridge delivers comprehensive technology solutions tailored to the unique business challenges of the print and promotional products industries. Its end-to-end platforms integrate accounting, operations and inventory management systems with the industry’s leading multi-channel brand management portals. These are complemented by a webbased procurement solution. eXtendTech PPAI 678500, Standard-Plus eXtendTech is the expert for optimizing NetSuite in the promotional products industry. eXtendTech solutions are essential for every promotional supplier and distributor, addressing critical challenges in promotional order processing, file management, fulfillment and more. Antera Software USA PPAI 452579, Standard-Plus Antera uses cloud‑based promotional products software developed for the business management of promotional products companies. By implementing open standards formulas, it also provides comparison and evaluation. Artifi Labs PPAI 621314, Standard-Base Artifi Labs is a SaaS platform for end-to-end product customization. It lets shoppers personalize products and helps merchants sell them with real-time previews and order-ready details. PPAI • DECEMBER 2025 • 15 Solutions Spotlight | Essentials
Avalara Software PPAI 823188, Standard-Base Avalara provides a global compliance suite for businesses with tax obligations worldwide. It specializes in indirect tax solutions, supporting everything from calculations and returns to e-invoicing, exemption certificates, business licenses, VAT/ GST, 1099 and cross-border compliance. Brikl Software PPAI 803362, Standard-Base Brikl provides scalable, on-demand online stores that help distributors and suppliers design custom products and grow their business. It supports multi-logo artworking with autogenerated backend files and connects users to one of the world’s largest supplier and decorator networks. Design Huddle PPAI 829393, Standard-Base Design Huddle is a white-label graphic design editing and creative automation platform for web-to-print and promotional products businesses. Its platform is API-first and highly customizable, allowing businesses to build a solution that meets their requirements. FAST Platform PPAI 717206, Standard-Base FAST Platform is a well-tested cloud software used by leading PPDs and supplier partners to fulfill decorated promotional products. It is mobile friendly and automates every step of the design, order and fulfillment process. FDM4 America PPAI 273890, Standard-Base FDM4 ERP includes financial accounting, purchasing, order processing and inventory management, with optional modules for decoration, CRM, e-commerce and warehouse management. Its integrated decoration module is tailored for apparel decorators and promotional product suppliers, allowing users to manage decoration orders from a single screen to streamline operations and improve efficiency. Here’s Your Quote PPAI 834150, Standard-Base Here’s Your Quote was created by distributors, for distributors. It’s a simple, month-to-month solution that offers unlimited quotes. Its mission is to make quoting effortless for distributors and deliver a polished, professional experience for their clients. Hoops CRM Pty LTD PPAI 791984, Standard-Base Hoops CRM provides modern sales and order management software for promotional product distributors, branded merchandise companies and print shops. It offers all the tools needed to manage sales and orders efficiently. Lakeshore Group Ltd. PPAI 100057, Standard-Base Lakeshore Group is a complete business management system that supports the full workflow from contacts and quotes to order processing, scheduling, accounting, inventory and marketing. It includes specialized order entry screens for specific industries and a scheduling function to track jobs from start to finish. The software also offers tools to manage bill of materials and garments efficiently. 16 • DECEMBER 2025 • PPAI Essentials | Solutions Spotlight
Merch.AI PPAI 881176, Standard-Base Merch.AI is where AI efficiency meets automated creativity to accelerate sales. Effortless branding, endless ideas and empowered teams. The company is the only AI powered sales tool suite made for the industry which will help clients accelerate growth and save time. PromoStandards PPAI 816699, Standard-Base PromoStandards facilitates the development, adoption, and oversight of technology standards for businesses and nonprofit organizations worldwide. RepLink PPAI 385294, Standard-Base RepLink offers a searchable database of incentive products from more than 2,000 brand name companies. The subscription-based service includes full product descriptions, pricing, freight, hi-res images, product and shipping dimensions, plus more than 200 additional fields of information. PPAI • DECEMBER 2025 • 17 Solutions Spotlight | Essentials
5 Apparel Trends To Watch For Spring 2026 Apparel suppliers are gearing up to introduce fresh looks and retail-inspired styles in all the best-selling categories, from polos and quarter-zips to hoodies and headwear. Here’s a sneak peek at what to expect in 2026. By Tina Berres Filipski BASED ON THE TOP-TIER designer shows during New York Fashion Week in September, five key trends are making their way into promotional apparel introductions for spring 2026. Look for reintroduction of deep sky-blue cerulean hues, along with feminine silhouettes, soft and subtle textures, modern prep styles and everyone’s favorite, stripes, which is the print of the moment. Xenia Artwork / Shutterstock.com 18 • DECEMBER 2025 • PPAI Essentials | In Style
Cerulean – A Vibrant Medium Blue “With The Devil Wears Prada 2 in the works for 2026, it’s no surprise cerulean is making its way back to the spotlight,” says Natalie Hopkins, senior director of merchandising at S&S Activewear, PPAI 100’s No. 2 supplier. “Variations of similar blues have always been a staple in the promotional products industry for their versatility in outfitting and broad appeal.” This spring, the supplier is offering a wide range of styles in the popular blue from multiple brands at a variety of price points. This Five-Panel Performance Cap with contrasting rope detail on the visor comes in Carolina Blue, which leans toward cerulean but is softer and more universal. The UPF 50+ fabric shields wearers from the sun, and the back panels have laser-etched holes to give it an updated look and allow ventilation for added comfort. Fahrenheit Headwear / PPAI 181348, Silver / fahrenheitheadwear.com Crafted of a rayon-spandex blend incorporating 13 recycled plastic bottles, the full-zip Allure Hoodie is designed for all-day layering with a fresh, feminine silhouette. (Also available in a men’s half-zip style.) Crafted of a buttery-smooth, mid-weight rayon-spandex blend, it delivers a perfect balance of structure and comfort with a soft, premium hand feel. Fossa Apparel / PPAI 330885, Silver / www.fossaapparel.com Feminine Silhouettes At Fossa Apparel, PPAI 100’s No. 60 supplier, President Michelle Chen says the company is very in tune with what women are looking for in apparel right now – “a modern, feminine silhouette that isn’t about being overly fitted, but about celebrating elegance and ease.” “Women today are gravitating toward styles that showcase femininity through thoughtful drape, flow and proportion rather than tight tailoring,” Chen says. PPAI • DECEMBER 2025 • 19 In Style | Essentials
Textures, Patterns & Prints “In the promotional apparel space, there’s a clear shift happening,” says Rob Watson, president of Vantage Apparel, PPAI 100’s No. 14 supplier. “Patterns and prints are becoming more popular across polos, quarter zips and layered pieces. What’s driving this trend isn’t bold, loud graphics, but rather what I like to call ‘subtle sophistication.’” He adds that tone-on-tone patterns, microgeometrics, textured jacquards and heathered finishes are increasingly being used to add depth and visual interest without overpowering a decorated logo. “These understated designs feel modern and retailinspired, yet remain versatile enough for corporate branding,” Watson says. The Vansport Pro Watermark Polo in 100% polyester textured jersey features a UPF 50+ rating and moisture wicking and anti-microbial properties, plus a self-goods collar and all-over sublimation print. Choose from Carolina blue/white or gray/white in men’s sizes S-5XL. Vantage Apparel / PPAI 113235, Platinum / vantageapparel.com Stripes While stripes – especially longsleeved striped tees layered over a tank and under a jacket – are street style for spring, Hopkins says, “they’re not always great to decorate on, so we are very mindful about stripe scale and placement when building our assortments.” Look for fresh striped options from retail and promo-specific brands available from suppliers early next year. Keep the early spring chill away with this fashion-forward Summit Sweater-Fleece Blocked Vest in iceberg heather/black or iceberg heather/navy. Made of soft 100% polyester sweater knit fleece with brushed back, it features a stand-up collar, fold-over chin guard, zippered hand pockets and stretch binding at the armholes for comfortable layering. Available in men’s S-5XL and women’s S-3XL. Vantage Apparel / PPAI 113235, Platinum / vantageapparel.com Bold and narrow stripes lend a selfassured look to the Men’s Owen Quarter-Zip Colorblock Pullover from Swannies Golf. Made of a premium soft modal/poly/spandex blend, it features a relaxed fit and stand-up collar with hidden zipper. Available in S-2XL in red with blue/ green contrasting stripes or mint green with gray/white stripes. S&S Activewear / PPAI 256121, Platinum / www.ssactivewear.com 20 • DECEMBER 2025 • PPAI Essentials | In Style
The Ultra Flex Women’s Open V-Neck Polo combines feminine styling in a poly/ spandex fabric blend with UPF 50+ protection, set-in sleeves and V-split side seams. Choose from black, navy, graphite, red or royal in sizes XS to 2XL. EG PRO PPAI 732050, Silver egpro.com Inside The Inspiration As iconic fashion designers are showcasing their bold collections on the runway, promo apparel designers are gleaning inspiration from both runway and retail trends. “Corporate and promotional apparel is increasingly mirroring retail fashion,” says Watson. “Brands like TravisMathew, Peter Millar and lululemon have popularized understated patterns and textured fabrics that look polished yet relaxed – a look that many companies now want for their branded programs.” “The second inspiration,” he adds, “is what we like to call ‘elevated casual.’ Post-pandemic workwear has shifted toward hybrid dressing – styles that are comfortable enough for everyday wear but refined enough for meetings and events.” For example, he cites subtle prints and patterns that deliver that balance, making employees feel stylish without being overly formal. Dykstra sees these trends as a fresh take on past favorites inspired by influences ranging from art, music and film to social media and the economy. “End users are wanting things that are tried and true, familiar, calming and comforting – soft blues like cerulean, elevated basics for modern prep and stripes, which are seasonless and have timeless appeal,” she says. Filipski is a freelance writer and former director of publications at PPAI. Every preppy wardrobe needs an assortment of classic polo shirts. The Men’s Origin Performance Pique Polo offers the extra benefits of anti-microbial technology, moisture-wicking performance and UPF 15-39 protection, plus a matching flat knit collar and heat-set label. Available in sizes XS to 6XL and in 19 colors, including clear teal (shown), a variation on the trending cerulean. S&S Activewear / PPAI 256121, Platinum www.ssactivewear.com “Corporate and promotional apparel is increasingly mirroring retail fashion.” —ROB WATSON, president of Vantage Apparel Modern Prep Styling Polos are one of the largest-selling categories at Edwards Garment, PPAI 100’s No. 19 supplier, and Nicolette Dykstra, the company’s director of merchandising and technical design, says they are a classic choice for the modern prep trend. For spring 2026, she is seeing polos with slimmer fits and crisp collars that layer neatly under lightweight outerwear. PPAI • DECEMBER 2025 • 21 In Style | Essentials
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IDEAS TO ADVANCE THE MARKETPLACE Voices 12.25 RESPONSIBILITY p. 24 YOUR BUSINESS p. 26 INNOVATION LESSONS FROM THE PAST Evaluating your AI strategy? Consider previous tech revolutions. page 28 PPAI • DECEMBER 2025 • 23 Reshetnikov_art / Shutterstock.com
Gen Z’s preference for sustainable products makes it clear where our industry’s priorities should be placed. by Elizabeth Wimbush, CAS The Kids Are All Right IF YOU’VE EVER FELT that Gen Z was judging your company tote bag, you’re not wrong. According to PPAI’s 2025 Promo Preferences by Generation study, 73% of Gen Z respondents said apparel is their favorite type of promo product – but not just any apparel. They’re choosing brands that wear their values on their sleeves, quite literally. Food and beverage items ranked a close second, showing that Gen Z likes things that can be consumed, composted or at least recycled before the guilt sets in. Millennials, meanwhile, still love their fashion accessories (55%) and drinkware (40%), which suggests they’re fueling both caffeine habits and climate concern. Gen X, ever practical, put office items at the top of their list, which is adorable, given that half of them now work remotely in sweatpants. Sustainable Is Stylish What’s striking isn’t just the difference in favorite product categories, it’s the difference in expectations. For younger buyers, sustainability isn’t a feature; it’s an admission ticket. According to The State of Responsibility 2025 report, nearly two-thirds of suppliers earning under $3 million now market more than half their products as sustainable. 24 • DECEMBER 2025 • PPAI Voices | Responsibility Marina Khlopina / Shutterstock.com
Even the industry giants are getting serious: 83% of suppliers over $100 million have a carbon-reduction plan, and almost all (100%) have a dedicated team focused on sustainability. Translation: The “nice to have” era is over. In its place, we have the “please don’t tag us in that exposé” era. Gen Z and millennials are the most sustainability-minded consumers in modern history – and they’re bringing that same expectation to their workplaces. Companies that don’t back up green claims with real data, credible audits or circular packaging strategies risk being left behind faster than last season’s branded stress balls. Why It Matters Corporate buyers are under pressure to show measurable progress on sustainability. Whether they’re calculating emissions, mapping clear and transparent supply chains or replacing single-use packaging, their promotional spend is now part of their ESG story. If you’re a distributor or supplier still treating sustainability as a side hustle, the latest data offers a wake-up call. Seventy-five percent of mid-sized suppliers ($10M-$25M) already have circular packaging policies, and 65% are conducting environmental or social audits like SMETA or Higg FEM. Meanwhile, nearly every top-tier distributor participates in charitable or community initiatives, proving that “giveback” isn’t just a tagline, it’s now a competitive advantage. And yet, the biggest opportunity might be talent. Because here’s the plot twist: Sustainability doesn’t just win customers – it keeps employees. Purpose With The Paycheck The same PPAI State of Responsibility study found that about a quarter of supplier workforces are now under 30. Matt Rubin, director of strategy for Blue Generation, PPAI 100’s No. 20 supplier, noted that the younger talent pool is driving innovation and pushing the company forward. “This mix of seasoned experience and fresh perspectives helps us adapt quickly to market expectations around sustainability and innovation,” he told PPAI Media. That’s not an isolated trend. Across the industry, younger employees are looking for companies that walk their talk, from carbon-reduction plans to strong, people-first cultures. If your brand promise reads like a Mad Lib of buzzwords – “We’re committed to fill-in-the-blanking the planet through our fillin-the-blank initiative” – don’t be surprised when your interns ghost you for a Certified B Corp. In a talent market where flexibility, impact and ethics carry as much weight as salary, responsibility isn’t just the right thing to do, it’s the smart thing. As one industry exec put it, “Responsibility is moving from initiative to expectation.” If that sounds familiar, it’s because the next generation of workers grew up recycling before they could spell it. Bridging The Generation Gap Each generation in promo wants something a little different, and that’s fine. Gen Z wants meaning. Millennials want balance. Gen X wants someone to explain what a “digital product passport” is. The trick is designing programs and workplaces that speak to them all. That might mean offering transparent data on recycled content, adding a carbon offset option to client orders or showing employees how their ideas translate into measurable impact. Small actions add up, and so do perceptions. Remember: For a generation raised on TikTok, authenticity has a 15-second attention window. So, what do younger generations want from the promotional products industry? The same thing they want from their coffee and sneakers – accountability, creativity and maybe compostable packaging. They’re not just your next buyers, they’re your next brand managers, sustainability officers and CEOs. Ignore their values and you risk becoming the Blockbuster of branded merch. Listen to them, and you’ll find that sustainability isn’t a cost center – it’s a talent magnet, a sales differentiator and a long-term survival strategy. Sustainability doesn’t replace what makes promo powerful. It simply ensures our impact lasts for all the right reasons. Wimbush is the director of sustainability and responsibility at PPAI. Did You Know? 83% of suppliers over $100 million have a carbonreduction plan, and almost all (100%) have a dedicated team focused on sustainability. PPAI • DECEMBER 2025 • 25 Responsibility | Voices
YOU PROBABLY KNOW ONE – maybe you are one: The irreplaceable person. The key man. The woman we can’t afford to lose. They’re the keeper of all wisdom, the one who can fix a problem faster than most people can describe it. They’ve been around forever, they know every client by heart, and their phone never stops buzzing. They’re the rock of the business – right up until the day they’re not there. It’s something we don’t talk about enough in our industry, even though we all see it. The promo world runs on personality. It’s what makes it fun. We’ve built careers around relationships, storytelling and service. But when a company’s success depends on a handful of people who “just know how things work,” it becomes fragile. The longer we delay succession planning – from leadership all the way through the front lines – the more we set ourselves up for chaos when those people finally move on. A Plan for When, Not If Succession planning sounds like a problem for retirement-age executives, but that’s a myth. It’s not a someday exercise; it’s an everyday strategy. You don’t do it because someone’s leaving – you do it because people eventually will. Think of it as building depth. The best organizations don’t just have a few stars; they have a bench. They have systems that don’t grind to a halt when one person takes a vacation or a new opportunity. They have people who can slide into new roles, take ownership and keep things moving forward. The companies that get this right share a few habits: Create visibility. Emerging leaders need to see behind the curtain. It’s not enough to talk about goals – show how decisions are made. Share context, not just results. When people understand why, they start thinking like owners. Cross-train. Too many roles in this industry are siloed. A customer service rep who never sees a sales call, or a salesperson who’s never watched production, is missing half the picture. Let people shadow, rotate and try new things. It builds empathy and adaptability – the raw materials of leadership. Mentor with purpose. Mentorship doesn’t have to be a program with a logo and a kickoff meeting. It can start with a simple question: Who’s learning from you this month? Good leaders build time into their schedules for teaching. Great ones make sure someone else can do what they do. Succession planning isn’t a retirement exercise. It’s an everyday discipline that builds stronger teams and steadier companies. By Michele Schwartz How To Succeed 26 • DECEMBER 2025 • PPAI Voices | Your Business New Africa / Shutterstock.com
Eliminating The Key Person Every business has a version of the linchpin. They’re valuable, but they also represent risk. If you can’t imagine how your company would function without someone, that’s not loyalty – that’s vulnerability. The goal isn’t to make anyone replaceable; it’s to make the business sustainable. When processes and relationships live only in one person’s head, they’re one bad flu away from disappearing. Start small. Document how key tasks are done. Share client information more widely. Train two people for every mission-critical role. Encourage transparency instead of gatekeeping. The culture of “only I can handle this” might feel heroic, but it’s also the opposite of leadership. Some promo companies panic when a top salesperson leaves, while others barely flinch because they’ve built teams, not fiefdoms. Guess which ones last longer? Preparing To Let Go Here’s the other side of the equation: If you’ve been that indispensable person, you have to get comfortable with letting go. That’s hard. It’s personal. We all take pride in being needed. But being needed forever isn’t leadership; it’s bottlenecking. Delegating doesn’t mean disappearing. It means teaching, trusting and stepping back enough for others to grow. You don’t lose value by sharing what you know – you multiply it. The best leaders aren’t defined by what they do; they’re remembered for who they develop. And for owners or executives nearing retirement, succession isn’t just about who takes over your chair. It’s about ensuring your culture and purpose live on after you. The handoff works best when you’ve been preparing people for it all along, not when you’re ready to hand them the keys and hope they can drive. The Next Generation Is Ready – If You Are Look at this year’s PPAI Rising Stars. They’re smart, creative and ambitious. But they’re not waiting 20 years for permission to lead. They want responsibility now, and they’re not afraid to ask for it. That’s not entitlement – that’s energy. And if we’re serious about the future of this industry, we need to channel it, not stifle it. The next generation isn’t asking for the old model of leadership. They want clarity, autonomy and purpose. They don’t need corner offices; they need opportunities. If you want to keep them, show them the path forward. Schwartz is manager of supplier and business services sales at PPAI. Succession For Independent Operators Even if you’re a one-person business, you still need a plan for succession. What happens if you get sick, take a long trip or simply want a week off? Consider options for hiring a virtual assistant through the PPAI Solutions Center’s Outsourcing category. You just need someone to keep things moving if you must be away. Here are three steps to make them successful: 1 Share context, not just tasks. Don’t hand off work blindly. Explain why things are done a certain way, what matters most to your clients and how success is measured. 2 Create templates and guardrails. Give them clear written responses, pricing sheets and if/then rules. Structure builds confidence and prevents guesswork. 3 Empower, then trust. Give them permission to act on small decisions and own routine communication. The goal isn’t control – it’s consistency. PPAI • DECEMBER 2025 • 27 Your Business | Voices
AS THE SAYING GOES, history repeats itself. When the internet first arrived in the workplace, many companies were unsure how it would fit into business. Some dismissed it as a distraction, while others adopted it without thinking through policies or costs. Over time, frameworks and best practices emerged, and what once felt uncertain became the foundation of global commerce. Email, cloud computing and mobility followed similar arcs: disruptive at first, then indispensable. Each wave paired opportunity with risk. The same is true today with artificial intelligence. AI is not a cure-all; it is a powerful toolkit. To use it well, promotional products industry organizations need clear, durable principles. Here are recommendations, grounded in past lessons, to guide adoption now. Protect Data First AI thrives on data, which makes security the first priority. A simple way to frame decisions is the “CIA” triad: confidentiality, integrity and availability. Confidentiality protects sensitive information. Integrity ensures data is accurate and unaltered. Availability ensures the right people can access what they need when they need it. When evaluating AI platforms, especially codeless ones, ask where data is hosted, who has access and how customer data is segregated. Certain providers offer dedicated infrastructure, similar to private clouds, with stronger isolation than purely shared environments. Leaders should decide, explicitly, what is “secure enough” for their risk profile. Costs Count Every major shift introduces a new cost model. With the cloud, businesses learned pay-as-you-go billing. With AI, the core unit is the token – a small chunk of text the system reads or generates. Pricing scales with volume of text processed, not hours or storage. That can deliver value quickly, yet escalate costs just as quickly. A long document, a customer chat or an automated workflow can process thousands of tokens in seconds. Before broad rollout, set budgets, track usage and decide which problems merit AI. Guardrails prevent surprises and keep experimentation sustainable. Start Small & Grow With The Technology When mobile apps emerged, few firms rebuilt entire businesses on Day 1. Pilots with clear objectives let teams learn without overwhelming operations or budgets. The same approach works now. Start with a defined use case, a success metric and a review date. Scale after real outcomes, not hype. This step-by-step path keeps momentum while tools mature and employees gain confidence. It also positions you to adapt as quantum computing expands AI’s capabilities in the coming years. Anonymize To Protect Security is not only about where data lives. It is also about Evaluating your AI strategy? Consider previous tech revolutions. by Jeison Ortega Lessons From The Past 28 • DECEMBER 2025 • PPAI Voices | Innovation Reshetnikov_art / Shutterstock.com
how it is handled. Feeding raw customer or employee information into AI tools creates avoidable risk. Wherever possible, anonymize your inputs. Technology helps. Data loss prevention systems from major cloud providers can flag sensitive information before it leaves the organization. Controls matter, but training matters more. Make it clear what can and cannot be shared with AI systems. As with email and internet adoption, people remain the biggest vulnerability and the strongest defense. Trust Your Vendors (But Verify) One of the fastest ways to benefit from AI is to leverage enhancements inside the tools you already use. If a software provider has earned your trust to manage customer data, process transactions or run campaigns, you can extend that trust as it integrates AI features. Treat this as informed trust. Ask vendors for security documentation and controls you recognize from other services: SOC 2 reports, data-processing agreements, data retention limits and clear statements about whether customer data is used to train models. For most organizations, the quickest wins will come from unlocking new capabilities in existing platforms rather than building from scratch. Set The Rules When email became common, companies wrote usage policies to reduce risk and set expectations. AI is at the same stage now. Every organization should define a clear AI policy that reflects its workflows, obligations and risk tolerance. A good policy lists approved tools, defines what data may be used, describes how outputs are reviewed and assigns ownership for oversight. Without this guidance, employees will experiment in ways that may affect compliance, security or reputation. By setting rules early, leaders guide innovation while protecting the business. *** AI feels new, but the pattern is familiar. The internet, email, cloud computing and mobility reshaped work because leaders paired opportunity with frameworks. The same will be true now. Begin with the CIA triad, manage costs deliberately, start small and scale on results, anonymize sensitive data, lean on trusted vendors with verification and set clear policies. The promo companies that apply these principles will not just keep pace with this wave of technology. They will harness it. Ortega is the chief technology officer at Charles River Apparel and a member of the PPAI Technology Committee. PPAI • DECEMBER 2025 • 29 Innovation | Voices
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