Key Takeaways
• Attendees and exhibitors came to ASI Chicago with client projects in mind and used the show as a springboard for fresh ideas and real-time collaboration.
• The show highlighted a shift toward lightweight, retail-inspired and eco-conscious products. Standouts included new drinkware and lifestyle items like custom bikes and live plants.
• From Education Day sessions on social media and business growth to keynote insights from NFL Hall of Famer Brian Urlacher, the event also emphasized professional development.
The promo industry is ready for a positive second half of 2025, and nowhere was that more evident in recent days than at the ASI Chicago show.
Held at McCormick Place from July 22 to 24, the event featured a day of professional development opportunities and two days of exhibits.
“We came in with three major client projects in mind and used the show floor as our live inspiration board,” said Lisa Fronek, CEO and creative director at Generate Sales & Marketing Solutions (asi/444517) in St. John, IN. “We loved seeing the retail-inspired aesthetics and premium decorating techniques. They elevate the perception of promo.”
Fronek was one of nearly 5,000 attendees who came to the event from around the country, and the show floor featured more than 70 first-time exhibitors.
Hot Product Trends
Suppliers at the show leaned into creativity – including activations like live laser engraving on journals by Counselor Top 40 supplier SRG (asi/84592; Canada, asi/84595) and heat-pressed T-shirts by Hanesbrands (asi/59528) to celebrate 50 years of the Beefy T – along with retail-inspired items.
There was a noticeable move away from heavy stainless-steel drinkware and a shift toward smaller, lightweight items, like just-launched Mexican-made recycled plastic drinkware from BamBams (asi/38228) and reusable aluminum bottles from Pathwater (asi/76424).
Other suppliers tapped into trending lifestyle items – like custom bikes from Sole Bicycles (asi/88151), live houseplants from Lively Root (asi/67793) and retail-inspired apparel from new ASI supplier Levelwear (asi/48081) based in Richmond Hill, ON. Levelwear’s corporate sales strategist Jenny LeBricon called the supplier’s featured looks “elevated casual,” a style that’s become increasingly popular post-COVID.
Meanwhile, a designated area near registration featured new products from suppliers – throughout the event, attendees were asked to vote for their favorites. (The winning products are featured here in ASI Media’s latest Editor’s Picks showcase.)
“We were actively sharing photos and ideas with our clients in real time from the floor,” said Fronek. “It was exciting to find solutions that aligned so closely with what we’re working on, and we’ve already started follow-ups.”
Sarah Barr, owner of Konhaus Print & Marketing (asi/244805) in Lemoyne, PA, took note especially of the prevalence of denim, totes, earthy tones and giveback programs on the show floor. “Purpose-driven products are resonating more than ever in clients’ purchasing decisions,” she said.
Still, she’s keeping a tariff-shaped reality in mind when planning campaigns. “I’m both excited and a little cautious for the second half of the year,” said Barr. “Several exhibitors mentioned concerns around tariff unpredictability and haven’t ordered their usual volume because of it. So, we’ll have to order early when possible. That said, I think there’s a lot of opportunity ahead for those who stay proactive and flexible.”
Continuing Education & Looking Ahead
Distributors and decorators had the opportunity to attend Education Day classes in areas such as social media, expanding client bases, business growth tips with the Counselor Advisory board, and opportunities in the print market. A wrap-up of the day featured each speaker delivering key takeaways from their respective sessions as well as polls conducted in real time.
In addition, Exhibit Day 1 opened with a Breakfast Brainstorm based on ASI Media’s most recent State of the Industry data – attendees gathered to discuss the challenges facing their businesses and to collaborate and solicit ideas from industry peers. Discussions at the table centered around topics like AI, sales challenges and identifying trends for end-buyer campaigns.
In between discussions, ASI Senior Vice President Andy Cohen and Sara Lavenduski, executive director, client education & content, revealed the latest findings from ASI Research, including the just-released Q2 promo industry sales performance and data from Counselor’s State of the Industry survey.
While industry sales fell 3.2% in Q2 and nearly half of distributors and suppliers saw sales decreases in the quarter, Cohen and Lavenduski showed data that revealed industry confidence is ticking up for the rest of the year. “Distributors and suppliers are telling us that their outlook for the rest of 2025 is extremely positive,” said Cohen. “Some of the uncertainty that people have faced has been quelled, but what you all are telling us is that the outlook for the second half of the year is far better than the first half.”
Among other data they showed was how promo businesses are using AI. Only a quarter of distributors but two-thirds of suppliers use AI, and they’re primarily using it for writing things like creative copy and proposals, along with art and video creation. “The next phase of AI,” said Lavenduski, “is that it’s going to be built into corporate workflows.”
Attendees also sat in on Power Sessions on the show floor and headed to the ASI Gala at Punch Bowl Social. Meanwhile, a special ceremony at the end of Day 1 revealed this year’s Counselor Awards honorees, as well as the Top 40 suppliers and distributors for 2025.
The final day of the show kicked off with a highly anticipated Q&A keynote between former Chicago Bear and NFL Hall of Famer Brian Urlacher and ASI President and Chief Executive Officer Tim Andrews.
“Putting yourself in those situations where you can be challenged, it’s going to benefit you in the long run,” Urlacher told attendees in his conversation with Andrews. “It’s going to teach you some things about yourself that you didn’t know.”
Later in the day, Veronica Grannis, Tiffany Roe and Katie Simon of Blue Fox Branding (asi/141789) in Gilbert, AZ, were still walking the floor as the industry’s final show of the year wrapped up. They appreciated the energy throughout the event, and even with an uncertain first half of the year, “It’s still going to be a good Q4,” said Simon.
Likewise, Fronek and her team are now poised to revitalize plans with clients. “Some of our best ideas were teed up earlier in the year but earmarked for second-half budgets, so now we’re circling back and re-igniting those conversations,” said Fronek. “We’re feeling confident. The second half feels less about bouncing back and more about building momentum, so we’re geared up to finish strong and our clients seem on board.”
