S&S unveils new brand identity

S&S Activewear announced its rebrand to S&S, reflecting the company’s brand and product evolution.

S&S based the rebrand on extensive customer feedback, market research, and collaboration across the organization to align its brand more closely with the value it delivers across the branded merchandise industry. As part of the evolution, the company retired “Activewear” from its name to reflect the broader range of products, services, and solutions it provides today.

“This rebrand marks an important milestone for S&S,” said Frank Myers, chief executive officer of S&S. “Over the years, we’ve built a business defined by exceptional service, operational excellence, and a relentless focus on our customers. As the industry continues to evolve, we’re investing in the people, technology, and capabilities that help our customers grow. Our new brand celebrates how far we’ve come and reinforces our commitment to what’s next.”

According to S&S, the company has made significant investments over the past several years to help customers operate more efficiently, serve more markets, and accelerate growth. The company invested more than $200 million in distribution automation technology, helping it achieve a 99.9% order accuracy rate while providing one- and two-day shipping to 99% of the U.S. and Canada. S&S has also expanded its focus on customer experience, sales support, and value-added solutions that help customers work smarter and run more profitably.

At the same time, S&S stated that it has continued to evolve its product portfolio to create new opportunities for customers. Through investments in emerging categories and sought-after brands, the company is helping customers reach new audiences and respond to changing consumer demand. Recent additions, including Legends, an expanded relationship with adidas and the upcoming launch of Ariat in 2027, reflect S&S’s commitment to delivering the brands and product categories customers are increasingly seeking.

Speaking to customers and partners at Growth Summit, S&S chief commercial officer Toby Whitmoyer said, “Growth is harder to find today than it was a few years ago. Customer expectations are higher, demand shifts faster, and speed matters more than ever. We believe the businesses that succeed will be the ones that continue to adapt, and we’re committed to evolving alongside our customers and helping them stay ahead of what’s next.”

S&S introduced its new brand identity, featuring an updated logo and the tagline, “Take Your Vision Further,” to customers, supplier partners, and industry leaders at its annual Growth Summit conference. Customers will see the new S&S brand continue to roll out in phases across its website, marketing communications, events, facilities, and customer-facing materials over the coming months.

“There was no better place to introduce this next chapter than at Growth Summit, surrounded by the customers and partners who’ve helped shape our journey,” Myers said. “What we introduced isn’t a new company. The values that have defined S&S — service, reliability, partnership, and commitment to our customers — remain unchanged. This rebrand reflects who we are today and reinforces our commitment to helping our customers grow in the years ahead.”