Product Hub July 14, 2025
Prime Line Partners With YETI To Offer Drinkware Styles
The supplier, a division of Counselor Top 40 supplier S&S Activewear, will offer 10 of the fan-favorite outdoor brand’s most popular drinkware styles in its initial launch.
Key Takeaways
• Brand Expansion: Prime Line (asi/79530) is adding YETI drinkware to its promotional catalog, launching with 10 popular styles and plans for future growth.
• Strategic Relaunch: The move follows Counselor Top 40 supplier S&S Activewear’s (asi/84358) 2024 acquisition of alphabroder and the recent relaunch of Prime Line, which has already announced expansion this year.
One of the most recognizable names in drinkware is coming to Prime Line (asi/795350).
Prime Line, a division of Counselor Top 40 supplier S&S Activewear (asi/84358), has partnered with fan-favorite YETI to offer a selection of the outdoor brand’s drinkware options in promo distribution.
“This is an important addition to Prime Line’s offering and will enable us to provide another premier brand to the promotional products industry,” said Eric Levin, general manager of Prime Line. “This partnership is about more than just adding an incredible brand to our portfolio – it’s about delivering what our customers have been asking for.”
The initial launch on July 23 will include 10 of YETI’s most popular drinkware styles in up to four color options, with the supplier starting off with a deep inventory, Prime Line said. The company anticipates that this collection will expand in 2026 as the relationship and customer demand grows.
“This partnership is about more than just adding an incredible brand to our portfolio – it’s about delivering what our customers have been asking for.” Eric Levin, Prime Line (asi/79530)
“Our partnership with Prime Line in the promotional channel is a strategic step to bring authentic YETI experiences to a broader range of organizations,” says April Stevens, vice president of sales at YETI. “Prime Line’s expertise will enable more brands to elevate their messaging with products that embody the durability and quality YETI is known for.”
S&S Activewear took over the Prime Line brand during its 2024 acquisition of fellow Counselor Top 40 supplier alphabroder, which had previously acquired Prime Line – itself also a former Top 40 supplier – in 2017. S&S recently relaunched the label with a standalone website and expanded product catalog, and Prime Line has since also announced the expansion of its South Carolina warehouse facility to scale up operations.
With reported 2023 North American promotional products revenue of $2.1 billion, S&S Activewear ranked second on Counselor’s most recent list of the largest suppliers in the industry. The newest iteration of the list is set to release in late July.
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