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

S&S Activewear

(asi/84358)

S&S Activewear grabbed promo’s biggest headline of 2024 when it acquired fellow billion-dollar firm alphabroder (asi/34063), a move that wed what was the industry’s second- and third-largest suppliers. The deal helped private equity-backed S&S propel what Counselor estimates to be a 71% year-over-year revenue rise in 2024. Since the acquisition, S&S has worked to integrate alpha- broder products and operations, uniting both businesses under one brand. The firm has also relaunched Prime Line, a brand that came with the alphabroder acquisition, as a standalone hard goods division; made a bevy of leadership hires; and debuted a collection of performance apparel in addition to striking deals with vineyard vines and medical scrubs line Jaanuu. “Our goal is to ensure our customers continue to enjoy reliable access to the right products at the right price, without disruption,” says CEO Frank Myers, a Counselor Power 50 member.