BOLINGBROOK, Ill. — S&S is moving into the next phase of its brand rollout, bringing its transition from S&S Activewear to S&S across the company’s customer experience and the broader branded-merchandise industry.
The updated identity includes a new logo and the tagline “Take Your Vision Further,” which the distributor says reflects its expanding role in helping customers grow their businesses.
S&S first unveiled the new brand at its Growth Summit in June. Beginning this month, the identity is rolling out more broadly across the company’s website, social media, marketing communications, facilities and customer-facing materials.
The company also is launching a larger brand campaign featuring customers from around the country. The campaign is scheduled to continue through February 2027.
S&S Rebrand Reflects an Evolving Customer Relationship
According to the company, the move away from the S&S Activewear name reflects the evolution of its relationship with customers and the broader range of services it now provides.
Apparel assortment, inventory availability and supply-chain capabilities remain central to the business, while S&S continues expanding its investments in technology, digital experiences, service and business solutions.
“The new brand isn’t about becoming a different company. It’s about better reflecting the company we’ve already become,” says S&S CEO Frank Myers. “Our customers are ambitious about where they want to take their businesses, and our job is to help them get there.”
Myers says that includes listening to customers, anticipating future needs and investing in opportunities that can help businesses grow.
Customers Take Center Stage in New S&S Campaign
Customer experiences will play a central role in communicating the new brand.
Michelle Diaz, co-owner of Natural Tease Sportswear, points to S&S’s product assortment as an important part of serving customers across markets ranging from resorts to construction and landscaping.
“Working with S&S gives us the confidence to go after larger accounts because we know we can count on competitive pricing and quick turnaround,” Diaz says.
Blake Burroughs, founder and chief sales officer at Topshelf Printers in Greeley, Colorado, similarly describes S&S as working alongside the company as new growth opportunities emerge.
The campaign also features Steve Lipic, president and co-owner of Lipic’s Engagement, who cites S&S’s ability to evolve alongside the industry as a reason for the companies’ continued relationship.
As the rollout continues, S&S says these customer stories will illustrate how the company is building on its product assortment, availability and supply-chain operations while broadening the ways it supports customer growth.
