Editor’s Note: For decades of our industry’s past and through today, Black professionals, entrepreneurs and inventors have played a vital role in making our community and marketplace stronger. PPAI is proud to celebrate their contributions and the important role promotional products themselves have played in the ongoing march toward justice and equality.
Black History Month, celebrated every February in the United States and Canada, celebrates the achievements of Black individuals in areas like science, politics and sports.
The month also recognizes the historical challenges and ongoing social justice efforts Black communities continue to face. During February, Americans reflect and learn about the rich contributions of Black individuals, while also exploring ways to address current issues and promote workable solutions.
PPAI Media asked three Black industry professionals to share their experiences and insights about how their cultural heritage has shaped their lives and careers and the ways they’re making waves in the print and promo industry.
PPAI Media: What does Black History Month mean to you personally, and how do you see its significance within the branded merchandise industry?
Latisha Marshall, SVP of Operations, ePromos Promotional Products, PPAI 100’s No. 30 distributor: Black History Month is a time of reflection, celebration and honoring of contributions Black individuals have made, past and present. Within the promo products industry, it’s an opportunity to highlight the importance of diversity in branding and storytelling. It’s a reminder of how inclusive marketing and thoughtful design of promotional products can build deeper connections.
Latisha Marshall
SVP of Operations, ePromos Promotional Products
Jasmine Martin, Co-founder, My Pride Apparel: Black History Month is really special to me. It’s a time to reflect on and celebrate the incredible contributions of Black individuals throughout history. It reminds me of just how far my people have come and what we have accomplished. In the promo products industry, this month is a great opportunity to showcase and support Black-owned brands and artists. By creating products that celebrate Black culture, we can connect in a meaningful way and show that we care. Overall, it’s all about embracing diversity and honoring the rich heritage that influences us all.
LaTonna Roberson, Brand Consultant, T-Shirt Shop Dallas and Lady Print Boss: Black History Month is all about honoring those who came before me, paving the way for the freedom I have today. Legends like Willi Smith made sacrifices that opened doors for folks like me. In the promo products game, it’s a chance to shine a light on Black excellence and creativity, showing love to the culture that fuels our hustle.
PPAI Media: In what ways have your cultural background or personal journey influenced your approach to leadership, creativity or decision-making in your career?
Marshall: My cultural background has had a huge influence. Because of it, I have a deep appreciation for community and the ability to adapt well. I bring a unique lens understanding that authentic representation in promo and branding matters.
Martin: My African American cultural background has profoundly shaped my approach to leadership and creativity. Growing up, I learned the value of resilience, community and collaboration. These lessons inspire me to lead collaboratively and with empathy, ensuring that everyone feels heard and valued.
My experiences have also fueled my creativity; I often draw on my heritage to bring unique perspectives to the table. When making decisions, I prioritize diverse viewpoints, believing they lead to more innovative solutions. Ultimately, my journey has taught me that leadership is about uplifting others and fostering an environment where creativity can thrive.
Jasmine Martin
Co-founder, My Pride Apparel
Roberson: Growing up in the heart of Dallas, I’ve seen firsthand the untapped potential in our Black communities. This lit a fire in me to bring more of us into the printing game, especially our Black women – the backbone of our families. When we empower our sisters economically, it sets a powerful example for our kids, showing them the hustle and drive needed to succeed. This mission shapes how I lead and make moves in the industry.
PPAI Media: What unique strengths and perspectives do you believe Black pros bring to the promo products space, and how do these contributions drive innovation?
Martin: Our diverse backgrounds foster creativity and allow us to approach challenges from different angles, leading to fresh ideas. We understand cultural nuances, enabling us to create products that resonate with diverse audiences and connect authentically with consumers.
Additionally, we emphasize community and collaboration, which encourages teamwork and inclusive practices. By valuing diverse viewpoints, we can harness a broader range of ideas, resulting in more impactful promotional products. Ultimately, our contributions enhance the industry while promoting representation and recognition in the field.
Roberson: We bring that flavor and resilience that’s unmatched. Our experiences let us tap into stories and designs that resonate deeply. This diversity sparks innovation, blending tradition with fresh vibes to create dope products that stand out.
LaTonna Roberson
Brand Consultant, T-Shirt Shop Dallas & Lady Print Boss
PPAI Media: Are there any challenges or barriers you’ve encountered as a Black professional in the promo industry? What strategies or support systems have helped you overcome them?
Martin: As a Black professional in the promo products industry, I’ve faced challenges like being underestimated or not taken seriously. It often feels like I have to work twice as hard to earn respect and prove my capabilities. To overcome these barriers, I’ve leaned on strong support systems, including mentors at Printful who understand my experiences and can provide guidance. Networking with other Black professionals has also been invaluable, as we share strategies and encouragement.
Additionally, I focus on delivering high-quality work and building genuine relationships, which helps establish my credibility and showcases my dedication to the industry.
Roberson: No cap, being a Black woman in this industry ain’t always easy. From folks underestimating me to breaking into certain circles, it’s been a journey. But building a solid crew of like-minded hustlers, staying hungry for knowledge and keeping that unshakeable determination has been key. Mentorship and creating spaces to uplift others have also been clutch.
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PPAI Media: Could you describe a project or experience in your career where your cultural identity played a pivotal role in shaping the outcome or narrative of a promo campaign?
Martin: One project that stands out was a promotional campaign aimed at engaging Black audiences for a Black History Month Campaign. As the only Black person on the team, I realized my unique perspective was crucial to the campaign’s success. I understood the cultural nuances that resonate with Black communities, guiding the team in crafting messaging and visuals that felt authentic.
I suggested incorporating elements of Black culture and storytelling, which helped the campaign connect more deeply with our target audience. This experience reinforced the importance of diverse voices in the creative process and showcased how my cultural identity could elevate our work.
Roberson: One project that stands out is the “Girls Clutch Your Pearls” T-shirt we designed in reference to having the first woman vice president in the U.S. It was a powerful statement that resonated deeply within the community. My cultural background allowed me to capture the essence of that moment and create a design that told a compelling story.
PPAI Media: How can companies and the broader promo products industry better celebrate and integrate Black talent – not just during Black History Month, but all year round?
Martin: Companies in the promo products industry should prioritize diversity in hiring practices, actively seeking out Black designers, artists and vendors. Establishing mentorship programs can nurture emerging talent and provide growth opportunities. Hosting events that highlight Black culture and achievements while fostering community recognition can also help.
Additionally, ongoing education about racial equity is crucial for all employees to understand the importance of diversity. By doing these things, the industry can really celebrate and foster Black talent all year-round.
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Roberson: Companies need to keep that same energy year-round. Partner with Black-owned businesses, bring Black voices into decision-making rooms and make sure campaigns authentically represent our culture. Invest in community initiatives and stay committed to real diversity and inclusion efforts. The industry must recognize the value of diverse voices and perspectives. By embracing and celebrating our differences, we can create more impactful and meaningful products that resonate with a broader audience.
Marshall: The more we recognize and celebrate diverse contributions, the more impactful and profitable the promo industry will become.
PPAI Media: What advice or insights would you offer to young Black professionals who aspire to build a successful career in the promo products industry?
Marshall: Build relationships as networking is key. Keep learning. Create your own lane. Find a mentor, a person who’ll challenge and champion you.
Martin: Seek out mentorship. Having someone who understands the challenges they might face can be incredibly valuable. Mentors can offer guidance, share their experiences and help young professionals navigate their career path. Attending events, joining professional groups and connecting with others via social media is also very important in fostering relationships and building connections.
Roberson: Stay true to your unique vibe. Keep learning, seek out mentors and don’t be afraid to take risks. Your background is your superpower, so let it drive your creativity and set you apart in the game.
