Counselor’s exclusive ranking of the suppliers with the most revenue in the promotional products industry.

S&S

(asi/84358)

S&S experienced a slight revenue decline in 2025 but still maintains its clear-cut status as the second-largest supplier in promo. The Bolingbrook, IL-based company followed up its seismic 2024 acquisition of former Counselor Top 40 supplier alphabroder by using much of 2025 to integrate the two billion-dollar companies.

It also deepened its already sizable commitment to automation initiatives – most prominently through the launch of ApparelSoftIQ, a machine learning intelligence layer geared toward demand forecasting and inventory optimization, which has led to the fewest out-of-stock instances in company history. (Over time, the supplier anticipates expanding the technology into other uses, such as enhanced product recommendations and insights for customers.)

99.9%
Order accuracy rate

“As the industry changes, we see an opportunity to further position S&S around helping customers grow, not only through product and distribution, but through technology, tools and solutions designed to make their businesses more efficient and competitive,” says CEO Frank Myers, a member of Counselor’s Power 50 list.

The company announced a new brand identity this year, removing Activewear from its name, but continues to build out its collection of over 100 brands – expanding partnerships with adidas and Under Armour and bringing athleisure/sportswear brand Legends into promo.

The company relaunched Prime Line (asi/79530) last year as its dedicated hard goods division, which continues to thrive under the direction of GM Eric Levin. It generated $130 million last year, while scaling up operations with an expanded facility in South Carolina and striking a partnership with YETI that continues to bear fruit.