Print & Promo Marketing’s ongoing feature series, Executive Perspectives, tells the personal entrepreneurial stories of leading professionals in the print and promotional products industry. This month, Darryl Armstrong, CEO of Atlanta Brand Central (asi/126659), traces his branding roots to his time with Nike.
PPM: How did you get started in this industry, and what path did you take to land in your current role?
Darryl Armstrong: My journey into this industry began with a deep love for branding, culture and design. I spent seven years at Nike, where I worked across merchandising, brand management and the buildout of Nike concept shops. That experience gave me a powerful foundation in how global brands create immersive, emotional consumer connections through product, storytelling and retail environments. When I launched Atlanta Brand Central, I took those lessons and applied them to the promotional products space. I saw an opportunity to do more than just put logos on items – I wanted to help organizations connect with their audiences in a meaningful way through merchandise that reflects their identity and vision.
PPM: How do you set goals for yourself and for your business?
DA: I believe in setting goals that are rooted in purpose. For me, that means aligning personal growth with business milestones and community impact. At Atlanta Brand Central, our goals focus on scaling revenue, improving service, innovating product offerings and deepening client relationships. We track progress through quarterly benchmarks and hold ourselves accountable with weekly check-ins. Personally, I also build in time for leadership development, health and mentorship. For goals to work, they have to be clear, intentional and actionable.
PPM: How’s the current economy affecting the industry?
DA: Clients are more budget-conscious, timelines are tighter and expectations are higher. But that also creates opportunities for companies that are agile, strategic and value-driven. We’ve adapted by becoming smarter with sourcing, offering flexible fulfillment options and emphasizing creative strategy. Clients are no longer just looking for products – they’re looking for impact. Our role is to guide them toward solutions that are efficient, memorable and aligned with their mission.
PPM: What are some of the biggest changes or challenges the industry will face?
DA: Customization and speed-to-market are changing the game. There’s increasing demand for short-run, personalized product lines that reflect local relevance or cultural trends. On top of that, sustainability and ethical sourcing are no longer optional – they’re becoming expectations. The challenge for our industry is to keep up with innovation without losing the personal, relationship-driven side of the business. With AI, automation and e-commerce reshaping the landscape, we have to preserve creativity and trust while scaling intelligently.
PPM: What keeps you up at night?
DA: Legacy and impact. I’m constantly thinking about how to build a company that’s not just financially successful but also culturally relevant and socially responsible. I want to make sure we’re developing systems that allow us to grow without sacrificing our creativity or our values. I also think about the team – how to empower them, mentor them and ensure they feel invested in our mission. And I think about how to continue creating meaningful experiences for our clients and their audiences.
PPM: What’s the most exciting thing your company is doing right now?
DA: Launching pop-up branded event shops in key markets. These temporary retail environments allow our clients – whether they’re political campaigns, HBCUs or lifestyle brands – to activate their message, engage people onsite and sell curated product collections in real time. It’s a perfect blend of my Nike roots and our agency’s innovation. We’re merging brand storytelling, exclusive merchandise and community engagement into one cohesive experience. It’s not just about swag; it’s about creating cultural moments that people remember and want to be part of.
PPM: What would people be surprised to learn about you?
DA: People are often surprised to learn that I’ve been quietly running a grassroots youth initiative for over a decade: giving high school and college students their first exposure to the business of sports through major league game experiences and financial literacy training. It’s been one of the most rewarding parts of my journey.
