What’s hot in promo this summer? Fully custom products, sustainable manufacturing and functional items are the prevailing themes at the ASI Chicago show this week.

“It’s time to start thinking custom. Create something that doesn’t exist.” That’s what Bill Petrie of Tennessee-based brandivate (PPAI 626207, Standard-Base) told attendees in his seminar on “The Importance of Being a Creative Chameleon” on Tuesday before the show.

Just before the show floor opened on Wednesday morning, keynote speaker Carolyn Strauss told attendees that “what’s irresistible is personal,” and encouraged them to get to know their audience and lean into exclusivity to create craveable promos that make lasting memories.

On the show floor, distributors were definitely looking for things they hadn’t seen before.

Noreen Soos and Lisa DeJong, account managers with Michigan-based distributor Competitive Edge (PPAI 103776, Silver), No. 92 on the PPAI 100, were impressed with the range of new products available. “I’m seeing some unique drinkware pieces that I wasn’t expecting,” Soos says. “We’ve just seen some real innovation today,” added DeYong.

They especially liked Elemental Bottles (PPAI 770416, Standard-Base), which offers both customization and fidget-friendly options.

Customization

The industry offers plenty of options for customization, whether designing and manufacturing completely unique items from scratch or providing items for end users to do their own decorating, like buttons and stickers.

“Buttons are back. People think they belong on bags and backpacks, and it’s a great way for a business to display their brand,” says Brendan Bushy, national sales manager with Minnesota-based supplier Fields Manufacturing (PPAI 111951, Gold), No. 80 in the PPAI 100.

On-demand products and decorating were also popular, with several printers showing off the latest techniques in direct-to-film and direct-to-garment methods.

Sustainability

Sustainability is still top of mind, and many suppliers are expanding their eco-friendly efforts and product lines to meet the demand. Kelly Borre, VP of sales with New Jersey-based supplier AAA Innovations (PPAI 110972, Standard-Plus), says, “We’re continuing to see trends with eco-friendly and sustainable products really being in the forefront of most of the consumers’ and distributors’ minds in the industry.”

Recover, part of the NG Labs family of brands (PPAI 159420, Silver), offers apparel made with 100% recycled materials that is also recyclable.

“Every product that we make is designed to be infinitely recyclable so it’ll never end up in the landfill,” says Bill Johnston, founder. “At the end of the garment’s life, you can send it back to us. We break the fibers down and put it back in the supply chain to make more shirts.”

For Our Furry Friends

Pet-themed promo options are growing as well. Multiple suppliers are now offering brandable products ranging from chew toys and custom leashes to bowls and bandannas, with more to come.

“I have another 20 pet items on my desk that I’m trying to bring in,” says Parker Wolfe, national sales manager with Galaxy – More Than Balloons (PPAI 113835, Silver), an Ohio-based supplier.

Functionality

Other trends included advent calendars, brand-name drinkware, outdoor games and coolers, as well as tech tools and functional items for travel and other pursuits.

“People want products that are functional. Give me something I can use,” says Tanner Pittman, account executive with Evans (PPAI 110747, Platinum), part of the HPG family of brands (HPG is No. 6 in the PPAI 100). He points to products like power banks and flashlights that are perfect for emergency preparedness kits.

Kathy Labbe, an Illinois-based distributor with Proforma (PPAI 196835, Platinum), No. 3 in the PPAI 100, says, “Customization is huge, and function. I don’t like to provide just stuff. It has to be useful and have a purpose.”