Key Takeaways
• Industry Veteran: S&S Activewear (asi/84358) has appointed Eric Levin to serve as the general manager of its Prime Line hard goods division. Levin is the founder of former supplier Jetline and has previously served in executive roles at Prime Line and alphabroder (asi/34063).
• New Ground: S&S specializes in apparel but after acquiring alphabroder this year entered the hard goods side of the business, as alpha had hard goods provider Prime Line under its umbrella.
Following its landmark acquisition of fellow Counselor Top 40 supplier alphabroder (asi/34063), Top 40 firm S&S Activewear (asi/84358) has appointed promo veteran Eric Levin as general manager of the Prime Line hard goods division.
Prime Line was a Counselor Top 40 supplier itself until alphabroder acquired it in 2017. When S&S purchased alphabroder this year, the Prime Line division came along with that, expanding S&S’s solution range so that it now offers hard goods in addition to its mainstay apparel.
Levin’s experience in promo and with Prime in particular runs deep. He is the founder of Jetline, which merged with Prime Line in 2015. Levin joined alphabroder after it acquired Prime Line, serving in roles that included executive vice president of strategy and growth for hard goods and decorated apparel.
“We’re excited for the future of the hard goods division with Eric at the helm,” said S&S CEO Frank Myers, a member of Counselor’s Power 50 list of promo’s most influential people. “His expertise and strong customer relationships position us for growth in this new phase.”
In his new role under the S&S umbrella, Levin will lead hard goods-specific initiatives. A sales team dedicated to the hard goods business will report directly to him.
“I am incredibly grateful for the opportunity to lead the Prime Line hard goods division,” Levin said in a statement. “Throughout my career, I’ve gained valuable firsthand experience within the hard goods and decorated apparel industries. That specialized knowledge developed into a unique ability to pinpoint areas prime for growth and improvement within the business and industry at large.”
While financial details of the S&S-alphabroder acquisition were not disclosed, it sent ripples through the industry. S&S and alphabroder ranked second and third, respectively, on the Counselor 2024 list of the largest suppliers in the industry, with S&S generating an estimated $2.106 billion in 2023 promo revenue and alphabroder netting just over $2 billion that same year.
