ASI Unveils 2025's Most Powerful People in Promotional Products

TREVOSE, Pa., Oct. 21, 2025 /PRNewswire/ -- The Advertising Specialty Institute (ASI) today announced the 2025 Counselor Power 50, its annual ranking of the most influential leaders shaping the $26.6 billion promotional products industry – the business of creating and distributing branded merchandise and corporate "swag" that companies use to promote their organizations, motivate employees, thank clients and engage customers.

Topping this year's list is Jeremy Lott, president and CEO of Issaquah, Washington-based SanMar, honored for leading one of the industry's largest and most innovative suppliers with vision, sustainability and a customer-first approach.

"The Counselor Power 50 celebrates the most forward-thinking executives driving progress across the promotional products industry," said Timothy M. Andrews, president and CEO of ASI, the industry's premier technology, marketing and information provider. "These leaders define what's next in branded merchandise, from digital transformation to responsible sourcing."

Published annually on ASICentral.com, the Counselor Power 50 spotlights entrepreneurs and executives redefining how companies use promotional items to build brands and connect with customers.

A 13-time honoree, Lott first appeared on the list in 2013 alongside his father, Marty Lott. He claimed the top spot this year based on exceptionally high ratings from industry peers and past honorees. Under his leadership, SanMar continues to expand its reach, open a new state-of-the-art distribution center and advance sustainability through reduced emissions and lower-impact apparel.

"Jeremy leads with purpose and heart," said ASI Vice Chairman Matthew Cohn. "He's committed to steady growth, innovation and community causes like the fight against type 1 diabetes – values that truly represent what the Power 50 stands for."

ASI revealed the rankings during the 2025 ASI Power Summit in Scottsdale, Arizona, the industry's premier executive conference. This year's event brought together top distributors and suppliers to discuss emerging technologies, AI innovation and the future of promotional marketing.

Top 10 Leaders on the 2025 Counselor Power 50:

• Jeremy Lott, SanMar
• CJ Schmidt, Hit Promotional Products
• Kevin Lyons-Tarr and Suzanne Worwood, 4imprint
• Frank Myers, S&S Activewear
• Jo-an Lantz and David Geiger, Geiger
• Chris Anderson, HPG
• Vera Muzzillo, Proforma
• Larry Zavadil and Justin Zavadil, American Solutions for Business
• Jonathan Isaacson and Frank Carpenito, Gemline
• Jay Deutsch, BDA

Read the full list and profiles at ASICentral.com/news.

About ASI
The Advertising Specialty Institute (ASI^®, asicentral.com) serves a network of 25,000 suppliers, distributors and decorators in the $26.6 billion promotional products industry.

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SOURCE Advertising Specialty Institute