The way SanMar (asi/84863) tells it, distributor customers said time and again that they’d love it if the Counselor Top 40 supplier would carry offerings from A4 Athletic Apparel (asi/30121).

SanMar listened – and is now delivering.

Athletic wear from A4 (asi/30121)

The Issaquah, WA-based company, the largest supplier by revenue in the North American promotional products industry, announced Monday, Dec. 9, that it has forged a brand partnership with A4, a Vernon, CA-based supplier of performance sports apparel and uniforms that has been in business for about 55 years. The deal will make SanMar the largest nationwide supplier of A4.

“We heard loud and clear that (our clients) wanted to see A4 at SanMar,” said Steve Cuthbert, SanMar’s chief revenue officer. “We’ve taken the opportunity to bring our customers this valuable and reliable brand to help their business in the growing sports market.”

A4 will be available from SanMar starting in early 2025. According to the Counselor Top 40 firm, distributors will get the quality and value they’ve come to expect from A4 backed by SanMar’s deep inventory, nationwide distribution network, sales team and marketing resources.

“For years we have operated in parallel with SanMar to grow the activewear market. Now, we are excited to be working together to accelerate that growth through new products, outstanding service and improved speed to market.”Mark Mertens, A4 Athletic Apparel (asi/30121)

The partnership is a game changer, said A4 CEO/Owner Mark Mertens, who noted both companies are family-owned, helping to make the partnership a good cultural fit.

“For years we have operated in parallel with SanMar to grow the activewear market,” said Mertens. “Now, we are excited to be working together to accelerate that growth through new products, outstanding service and improved speed to market.”

Speaking of new products: This spring, A4 is launching performance-driven stock uniforms in adult, women’s and youth sizes. The collection will feature team styles that include jerseys, tees, fleece and shorts in Cooling Performance, Softek, AirFlex, Compression, Sprint and Reversible Mesh fabrications.

A4 noted that it manufactures its own garments, designing, cutting and sewing “almost every item in our line to maintain higher quality control and to provide better performing garments.”

SanMar has been in business for more than 50 years. Based on estimated 2023 North American promotional products revenue of $3.6 billion, SanMar ranked first on Counselor’s most recent list of the largest suppliers in the industry. SanMar CEO Jeremy Lott ranked third on Counselor’s 2024 Power 50 list of the most influential people in the promotional products industry.