education, advocacy and connections needed to compete and grow. From enhanced educational resources to trend insights and deep member benefits, the pillar is designed to deliver tangible, practical value. Together, the pillars reflect a shift toward greater cohesion – aligning perception, people and performance under a shared strategic umbrella. “Carrying forward this strategy in unison is our shared opportunity,” Holmgreen said. “One that will spark and accelerate momentum behind the branded merch movement.” A Foundation Of Organizational Excellence Supporting the pillars is what the plan describes as its strategic foundation: organizational excellence. This focuses the Association inward, committing PPAI to invest in its own systems, culture and operational capabilities to execute the strategy effectively. That includes technology modernization, governance practices and a continued emphasis on staff well-being and organizational accountability. Leadership describes the foundation as essential to ensuring that ambition is matched by execution. It is moored in PPAI’s continuing organizational values: • Growth • Integrity • Community • Joy Two Priority Lanes Distinct from the pillars are two Priority Lanes, cross-cutting commitments designed to be embedded throughout every aspect of the plan rather than confined to a single initiative. The first, Sustainability and Responsibility, reflects a clear stance on the industry’s future. “The plan also makes it clear that responsible sourcing and sustainability are not optional – they are essential to the industry’s future,” Taschereau said. The second Priority Lane, International Partnerships and Advocacy, emphasizes PPAI’s intent to expand its global voice, develop international alliances and support a more connected worldwide branded merchandise community. By design, these priority lanes intersect with multiple pillars, ensuring they remain central to decision-making and execution over the life of the plan. From Plan To Action PPAI leaders are clear that the strategic plan is not intended to sit on a shelf. Instead, the early months of 2026 mark the beginning of an ongoing dialogue with members about how the strategy translates into action. The Association has developed an internal roadmap of annual objectives to deliver on the plan’s success. Speaking in Las Vegas, Holmgreen and Taschereau reinforced the Association’s message that the plan is a living framework shaped by – and accountable to – the community it serves. “This is our moment to wake the giant, lead with vision and create a future that inspires,” Holmgreen said. “Let’s go.” Ellis is the publisher and editor-in-chief of PPAI Media. PPAI leaders are clear that the strategic plan is not intended to sit on a shelf. Instead, the early months of 2026 mark the beginning of an ongoing dialogue with members about how the strategy translates into action. The Strategic Plan was developed in 2025, under the leadership of Board Chair Denise Taschereau, and is being implemented under Danny Rosin as Chair in 2026. PPAI • APRIL 2026 • 27 Elevated Merch | Must Read
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