Boundless Network (asi/143717) is zeroing in on its print and e-commerce capabilities with a couple of fresh faces.

The Counselor Top 40 distributor has announced the hiring of Michael O’Neal as senior vice president and general manager of Boundless’ print division and David Maier as its vice president and head of DTC and e-commerce.

Michael O’Neal and David Maier, Boundless Network (asi/143717)

The news comes just a few months after the Austin, TX-headquartered distributor acquired wet paint group, a move to enhance its brand experience and event activation offerings.

O’Neal, a 16-year print and promo industry veteran, joins Boundless from fellow Counselor Top 40 distributor BAMKO (asi/131431), where he helped spearhead the firm’s expansion into commercial print as vice president of managed. Before that, he was an SVP at HALO Branded Solutions (asi/356000), also a Counselor Top 40 distributor.

In his new role at Boundless, O’Neal will focus on strengthening commercial print capabilities, optimizing supplier resources and creating a more centralized approach to delivering print solutions.

“Marketing teams are managing more channels, partners and complexity than ever, and they’re looking for partners who can help simplify that,” he said. “Expanding our commercial print capabilities isn’t just about adding another product or service. It’s about continuing to evolve how Boundless supports our clients, bringing more of their marketing needs together through one strategic, managed solution.”

O’Neal added that he’s excited to help build an offering that gives Boundless clients “greater expertise, efficiency and consistency while allowing their teams to stay focused on the bigger picture.”

Meanwhile, Maier brings approximately 20 years of experience building brands and driving growth across sports, consumer goods, media and retail. He previously served as the senior director of e-commerce & omni-channel retail development for Major League Soccer, helping to lead retail and e-commerce strategy and working with partners including adidas and Fanatics to grow merchandise sales and strengthen the fan experience.

“Today, the strongest brands are building direct relationships with their audiences, and merchandise can be a powerful part of that connection,” Maier said. “What excites me about Boundless is the opportunity to bring together impactful e-commerce experiences, thoughtful merchandising and a deeper understanding of the consumer. I’m excited to help expand what we can do for brands and find new ways for them to connect with passionate audiences, build stronger communities and create meaningful long-term growth.”

Boundless said the hiring of both O’Neal and Maier reflects a larger push to expand its capabilities and invest in additional growth areas.

“We’ve assembled an exceptional team of people and partners, and we continue to see tremendous opportunity to expand the ways we help brands reach their audiences as a full-service agency partner,” said Aaron Hamer, CEO of Boundless and a member of Counselor’s Power 50. “David and Michael each bring deep expertise in areas that are increasingly important to our clients. Their leadership will help us accelerate our strategy while creating new opportunities across our business.”

With dedicated leadership across DTC and e-commerce and commercial print, Boundless plans to continue supporting brands from strategy and creative development through sourcing, technology, commerce, production and fulfillment, the company said.

“Our opportunity is bigger than any single product category or channel,” Hamer added. “We’re building Boundless around the ways modern brands actually engage people across merchandise, direct-to-consumer commerce, print, experiences and technology. Bringing in leaders with David’s and Michael’s expertise allows us to go deeper in those areas while maintaining the creativity, service and execution our clients expect from Boundless.”

Based on 2025 North American promotional products revenue of $149 million, Boundless ranks 19th on Counselor’s most recent list of the largest distributors in the industry.