#38 Norm Hullinger & Megan Spire

BELLA+CANVAS (asi/39590)

2024 Rank: #29

Norm Hullinger – President

Industry Experience: 23 years

Previous Appearances on Counselor Power 50: 10

Megan Spire – Vice President of Sales

Industry Experience: 14 years

Previous Appearances on Counselor Power 50: 3

Though decreased influence among fellow Counselor Power 50 members precipitated a drop of nine spots on this year’s list, Norm Hullinger and Megan Spire say they’re proud of the achievements BELLA+CANVAS (asi/39590) has made in 2025, both in terms of expanded product categories and doubling down on ethical and sustainable manufacturing processes.

“It’s not always easy, especially as an established brand, to challenge conventions and resist complacency,” Spire says, “but innovation requires that we constantly reimagine what’s possible.”

BELLA+CANVAS launched both heavyweight fleece and garment-dye products in the past year, with a goal of redefining what the categories mean in the promo industry. “Today’s consumer is looking for elevated, premium options, and we’ve been able to answer that call,” Spire says.

Also of note, the apparel brand last year became an accredited member of the Fair Labor Association – a distinction achieved by only about 30 brands globally. And earlier this year, BELLA+CANVAS published its first impact report, which featured product life cycle assessment metrics. The actions, Spire says, were a testament to how seriously BELLA+CANVAS’ leadership team takes its responsibility to minimize environmental impact and focus on ethical manufacturing.

A commitment to U.S.-based manufacturing insulated BELLA+CANVAS from some of the effects of global tariffs, but the supplier wasn’t immune from reciprocal tariffs, since it sources much of its fabric from India. Hullinger and Spire say they’ve viewed these disruptions as opportunities to evaluate their supply chain with a fresh perspective. “We’re actively exploring ways to diversify our sourcing and build greater resilience,” Spire explains.

Next year, the duo plan to elevate meaningful storytelling and build authentic connections. “Our goal is to ensure that every interaction not only reflects who we are but also strengthens trust and loyalty for the long term,” Spire says.