News June 24, 2026
S&S Announces New Brand Identity
The Counselor Top 40 supplier says the rebrand better reflects its array of products and services.
Key Takeaways
• S&S Activewear (asi/84358) has officially rebranded to S&S, unveiling a new logo and the tag line “Take Your Vision Further” to reflect its broader capabilities and future-focused growth strategy.
• Despite efforts to sell the company, no buyer was secured. The company is still open to acquisition offers as it winds down.
S&S (asi/84358) is dropping “activewear” from its name.
The Counselor Top 40 supplier announced that it has rebranded as simply S&S, with a new logo and tag line, “Take Your Vision Further,” at its Growth Summit conference last week.
“This rebrand marks an important milestone for S&S,” S&S CEO and Counselor Power 50 member Frank Myers said. “Over the years, we’ve built a business defined by exceptional service, operational excellence and a relentless focus on our customers. As the industry continues to evolve, we’re investing in the people, technology and capabilities that help our customers grow. Our new brand celebrates how far we’ve come and reinforces our commitment to what’s next.”
The news follows S&S’s addition of Ariat International into its product portfolio, bringing Western and outdoor-inspired apparel to the industry through S&S beginning in spring 2027.
On the technology side, S&S has been investing heavily in new tech tools and capabilities, such as a proprietary API and warehouse automation.
“Growth is harder to find today than it was a few years ago,” S&S Chief Commercial Officer Toby Whitmoyer said during the Growth Summit. “Customer expectations are higher, demand shifts faster and speed matters more than ever. We believe the businesses that succeed will be the ones that continue to adapt, and we’re committed to evolving alongside our customers and helping them stay ahead of what’s next.”
The company debuted its “Take Your Vision Further” tag line with a promotional video, depicting the modernized S&S and its range of capabilities and products.
“What we introduced isn’t a new company,” Myers said. “The values that have defined S&S – service, reliability, partnership and commitment to our customers – remain unchanged. This rebrand reflects who we are today and reinforces our commitment to helping our customers grow in the years ahead.”
S&S Activewear ranks second on Counselor’s most recent list of top suppliers in the industry, with estimated 2024 North American promotional products revenue of $3.6 billion. New rankings are due out in July.