Product Hub July 28, 2025
ASI Chicago 2025: Top Finds From the Show Floor
There were tech products, natural materials and unique innovations aplenty at ASI’s summer trade show.
Historically, the very first trade shows of the year (like ASI Show Orlando, which is taking registrations now for 2026, by the way) were the best opportunities for distributors to see new products firsthand. But the promo industry has evolved to the point where suppliers are releasing new products and announcing brand partnerships throughout the year. That means you’re bound to discover fresh finds at any trade show.
It’s especially true for ASI Chicago as the industry’s signature summer show. Suppliers can debut products for the Q4 push, and distributors can gather momentum to take them through the rest of the year – and the 2025 show, which took place July 22-24 at McCormick Place in the south side of Chicago, was no different. Here are the new products, unique companies and fresh trends that the ASI Media editors spied on the show floor.
Tech Upgrades
After a brief oversaturation of phone grips and power banks earlier this decade, tech accessories are experiencing a resurgence thanks to sleek design, innovation and taking cues from leading products in the retail space.
Tech products from the brand Satechi and available from SRG (asi/84592) have “FindAll” location technology in luggage tags, passport covers and glasses cases.
Counselor Top 40 supplier SRG (asi/84592) had a sizable presence at the show (including live custom engraved giveaways of its Eccolo notebooks), but some of its standout offerings were items from Satechi – a brand with which SRG struck a recent partnership. Several of the Satechi products deploy “FindAll” technology in smart variations, including FindAll passport covers and FindAll eyeglass cases. For the brand’s FindAll luggage tag, “unlike an Air Tag where you have to replace the battery,” said Andrew Ezechiels, channel manager for Canada, “this is wirelessly charged and lasts for eight months.” Another intriguing brand partnership is Water H, a rechargeable and Bluetooth smart bottle that calculates how much water you should be consuming, and gives you a nudge on your phone or smart watch to take a drink.
Aura (asi/37474) offers sleek digital photo frames in three sizes – 10”, 12” and 15”.
Digital photo frames had a moment a couple decades ago, but Aura (asi/37474) is reinventing the product with a sleek, high-tech upgrade. The high-resolution frames offer unlimited photo storage and come in three sizes (10 inches, 12 inches and 15 inches, the last of which can be mounted). The frames are available in neutrals like gravel and sea salt, and can be decorated with a logo. One neat trick is the ability to include an electronic personalized message or 30-second video greeting when the recipient first turns it on, never to be seen after that. Another interesting touch is the ability to add captions to photos. “When you share that photo with other frames,” said Jayme Circello, associate director of marketing operations at Aura, “the caption will go along with it.”
The E-24 Moto is one of two e-bikes offered by Sole Bicycles (asi/88151).
Tech isn’t just limited to small handheld products. Sole Bicycles (asi/88151) offers show-stopping items like bikes, skateboards and paddleboards, but CEO Jimmy Standley admits that “E-bikes are having a moment.” The supplier offers two electric bike designs that are eye-catchingly detailed, and can be used in gifting and retail displays.
Natural Materials
Suppliers are weaving sustainability throughout every facet of their identity, and for some upstart suppliers, it’s a fundamental tenant of their entire product line.
Wooden Element (asi/98151) offers products like wallets made from eco-friendly resin and responsibly sourced wood.
Husband-and-wife team David and Natalie Akerele started Wooden Element (asi/98151) 12 years ago and operate the company out of Peoria, IL. Its plant-based products include wooden resin wallets, custom watches and sunglasses – made from eco-friendly resins as well as FSC sourced and repurposed wood. “The push for natural products is huge,” said David. “We only provide plant-based products and items made from natural materials.” The company owns a small factory in Thailand and is deeply devoted to marine conservation and reforestation, donating a percentage of profits to both causes.
Sunglasses and other items made by Joycoast (asi/63594) are made from wood sourced from Africa. The supplier plants 10 trees in Africa for each product sold.
Joycoast (asi/63594) offers a smart collection of sunglasses, rings, iPhone cases and wallets made from several types of wood, all sustainably sourced from Africa. Duval Williams, business development manager at Joycoast, noted that the company plants 10 trees in Africa for every product sold.
The Katy – a 25-oz. twist-off lid bottle that comes in nine bright colors – is one of 16 styles available in the new drinkware line from BamBams (asi/38228).
Suppliers are demonstrating sustainability in various ways. BamBams (asi/38228) has released a new line of drinkware featuring silhouettes that “don’t mimic anyone else’s,” said Zack Harvey, BamBams’ VP of national accounts. The collection features 16 styles of bottles and tumblers made in Mexico, including the Voyager, which is made of agave fiber, and the Islander, which is made from seashell and agave fibers. (Both are coming soon, though other styles are available now.) BamBams is also shortening the supply chain by reshoring items to the U.S. such as beanies, scarves and pennants, and making new ones here, including a full-color golf club cover that’s fleece lined and made in Texas. Ben Chazan, VP of sales, said the supplier is now making more than a third of its products in the U.S.
New Products
It wouldn’t be an ASI Show without unique new products entering the marketplace, and the persistent distributor who canvassed the aisles would be rewarded with these surprising finds.
My favorite product at #ASIChicago was the Surprise Cake. Jordan Long, part of the mother-son duo behind the family-run business, demonstrates why it's so fun. pic.twitter.com/5UbHQjZoSR
— C.J. Mittica (@CJ_ASIMedia) July 27, 2025
Liz Charm had a dream one night where she tried to give her daughter a cellphone as a surprise housed within a cake. A lot of trial and error, some engineering help from her son Jordan Long, and one “Shark Tank” appearance later, and they’ve brought Surprise Cake (asi/44545) to promo. The experiential gift starts with an “explosion box” that can be custom messaged, revealing a cake on a stand with an attached card. Pull the card and a burst of confetti pops out along with a tub of candy or other thoughtful options. “It’s great for programs celebrating birthdays and anniversaries,” said Long. “We’ll ship these cakes to arrive on the exact date.”
Slapp Life (asi/63314) offers carbon fiber pickleball paddles to cater to more competitive players.
Slapp Life (asi/63314) is not only riding the pickleball wave – it’s trying to elevate it. The founder is a pickleball pro who personally designs every paddle style. Made from carbon fiber and USPA- (United States Pickleball Association) certified, the paddles are geared toward serious and competitive players but at a price point anyone can enjoy. As the sport has gained in popularity, “players now know the value of a premium pickleball paddle,” said Slapp Life Marketing Director Nanci Gage. The supplier makes paddle covers as well.
The turntable acacia and slate cheese board from Picnic Time (asi/78065) is putting an innovative new “spin” on food gifts and home items.
Picnic Time (asi/78065) is turning the innovation knob up to 11 with its turntable acacia and slate cheese board. “Our first customer for this was Alice Cooper,” noted Corey Higgins, account manager at Picnic Time. The supplier is keeping the music theme going with a guitar cheese board, along with a new tequila tasting board.
Apparel
The Chicago show featured a number of new and existing suppliers stepping up their game with high-end fabrications, innovation textures and sleek styling.
The Cushion pullover from Levelwear (asi/48081) offers a subtle textured fabric and features a placket that can be decorated – a unique offering from the supplier.
Based in Richmond Hill, Ontario, Levelwear (asi/48081) has just entered the U.S. market (it ships its items out of Buffalo) and is bringing interesting products into the space. Its polos and quarter-zips feature a customized decorated placket that is trademarked. “It’s a great way to make the product look more customized,” notes Jenny Le Bricon, marketing director at Levelwear. Texture is huge in retail and is just infiltrating the promo space, and Levelwear is getting in on the action with items like its textured Cushion men’s and women’s pullovers. The best part, said Le Bricon, is “they can still be logoed regardless of the texture” – a big sticking point in the past with decorated apparel.
The ladies prep pullover from Momentec Brands (asi/84358) is part of the supplier’s Heritage Prep line that places an emphasis on old-school fanwear and retro-but-modern designs.
Momentec Brands (asi/84358) is known for its athletic wear and sports uniforms, but the items it was showing in Chicago signaled its intentions to expand further into becoming a lifestyle brand. Its Heritage Prep line of hoodies, pullovers and cardigans suggest old-school fanwear, while its Ventura line offers elevated soft-knit hoodies, joggers, shorts and pullovers, among other items. “The Ventura line is the reverse engineering of Lululemon,” said Frank Zurek, PPD sales for the company.
Hanes (asi/59528) is expanding its Beefy product line into retro tees and fleeces, including this 13-oz. Beefy crewneck fleece.
Hanes (asi/59528) is celebrating 50 years of its Beefy T, and is tapping into that longtime brand recognition to launch new Beefy products, including a 7-oz. retro tee and 13-oz. Beefy fleeces in crewneck, hoodies and quarter-zip styles. “It’s just another extension of the iconic Beefy-T name in the marketplace,” said Tim Heljenek, senior marketing manager, about the new items. The apparel company – which recently announced it would sell its wares exclusively through Counselor Top 40 supplier S&S Activewear (asi/84358) – is also launching a garment-dyed polo, which Heljenek noted the company did because it saw a gap in the marketplace for that type of item.
The Luxe tee from Tee Styled (asi/90718) – shown here with a motor oil fabric wash – is manufactured from heavyweight 9-oz. combed cotton.
Baggy, loose clothing remains the dominant silhouette, and many apparel companies are making their staples with heavier fabrics and streetwear-influenced designs, or using garment construction that’s a little more forgiving in fit. Tee Styled (asi/90718) is based out of California and makes tees and fleeces (in addition to tote bags and headwear) that feature boxier cuts, thicker fabrics and drop shoulders. Most of its staples are offered in core neutrals like black, white, off-white and pigment-dyed black. “Most of our items come in five colors,” said Adriano Fieramosca, VP of sales. “We want to make sure we have lots of inventory in our core colors.” The supplier (which manufactures in Pakistan) features interesting washes on a few of its garments, like motor oil spray black on its 9-oz. Luxe T-shirt.
Product Hub
Find the latest in quality products, must-know trends and fresh ideas for upcoming end-buyer campaigns.