S&S brings new brand to life through the voice of its customers

S&S entered the next phase of its new brand rollout, bringing its evolution from S&S Activewear to S&S front and center across the full customer experience and highlighting the businesses it serves.

The new identity includes an updated logo and the tagline, “Take Your Vision Further,” capturing S&S’s commitment to helping customers move their businesses forward. Customer Michelle Diaz, co-owner of Natural Tease Sportswear, points to S&S’s broad product assortment and growing technology capabilities as examples of how that commitment shows up in her business.

“S&S products help me serve a wide range of customers, from resorts to construction workers to landscapers. Having such a broad assortment is one of the reasons I turn to S&S so often,” said Diaz, who also credits the relationship with helping her company pursue new business. “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.”

S&S first unveiled its new brand at its Growth Summit in June. Beginning this month, the brand will officially roll out to the broader branded merchandise industry, with increased visibility across the company’s website, social media platforms, marketing communications, facilities, and customer-facing materials. S&S is also kicking off a more extensive brand campaign, featuring the faces and voices of its customers nationwide through February 2027.

The move from S&S Activewear to S&S reflects how the company’s relationship with customers has evolved. Broad product assortment, best-in-class apparel inventory availability, and the industry’s highest order accuracy rate remain core strengths. At the same time, S&S has expanded the ways it supports customers across their businesses — an evolution the new name is designed to better represent.

“The new brand isn’t about becoming a different company. It’s about better reflecting the company we’ve already become,” S&S CEO Frank Myers said. “Our customers are ambitious about where they want to take their businesses, and our job is to help them get there. That means listening closely, anticipating what they’ll need next, and continuing to invest in ways that create new opportunities for them. We want S&S to be the partner that helps customers take their vision further.”

That relationship is taking shape in different ways across S&S’s customer base.

“They’re right beside us in every growth opportunity we see, listening to us as their customer and allowing us to grow alongside them,” said Blake Burroughs, founder and chief sales officer at Topshelf Printers in Greeley, Colorado.

S&S continues to invest in products, technology, digital experiences, service, and business solutions, backed by its expansive distribution network. Together, these capabilities give customers more ways to strengthen their businesses and serve their own customers.

“The industry has changed so much over the years, and it continues to evolve,” said Steve Lipic, president and co-owner of Lipic’s Engagement. “The reason we stay with S&S is because they evolve with it. They’ve helped us with countless opportunities and supported us with customers when we’ve needed it.”

According to S&S, as the rollout continues, customer stories will demonstrate what the new S&S brand represents: A company building on its strength in product assortment, availability, and supply chain excellence while broadening the ways it supports customer success.