Spotlight On Stran
Four Years on the Power 50🏆
For the fourth consecutive year, Stran CEO Andy Shape has been named to ASI’s Counselor Power 50, the annual ranking of the most influential leaders in the promotional products industry.
Andy lands at No. 32 on this year’s list. As he’d be the first to tell you, the recognition belongs to the whole Stran team.
Click the + to read the full story👇
Few lists in our industry carry the weight of the Counselor Power 50. It’s shaped by the industry itself. ASI surveys past honorees and industry members. Then Counselor’s editors weigh each leader’s performance, leadership, and contributions. Earning a spot four years running says a lot about consistency, the same quality our clients count on every day.
For his part, Andy pointed straight to the team. “This recognition really reflects the hard work and dedication of the entire Stran Promotional Solutions team,” he said. “Proud of what we’re building together and look forward to a bright future!”
His Power 50 profile tells the story of a company growing with discipline. In 2025, Stran grew revenue by over 40%, driven in part by enterprise clients expanding their programs and new partners joining the Stran family. Heading into 2027, Andy’s priorities stay close to the people we serve, with deeper client relationships, new offerings, and continued investment in technology.
That includes AI, which Andy sees as a powerful tool for speed and efficiency. In his view, the best results still come from pairing it with human judgment, creativity, and strong customer relationships. For our clients, that means merch programs that run smarter and still feel personal.
Congratulations, Andy, and thank you to every Stran team member who helped make year four possible.
Product Picks:
The Gift of an Experience ✨
The recognition people remember usually comes with a moment attached.
This month’s picks from our 2026 Awards & Recognition lookbook turn a thank-you into an experience. One brings families together around the dinner table, and the other gives event guests a custom pair of sunglasses made right in front of them.
Click the + to see the picks! 👇
A great recognition gift works twice. First there’s the moment someone receives it, and then there’s the experience that follows. That second part is where a lot of programs leave value on the table.
When a gift creates a memory, the appreciation behind it lasts longer, and so does the connection to your brand.
A Thank-You Served at the Table
The Terlato Kitchen Family Feast Pasta Dinner Gift Box comes with everything needed for an Italian dinner at home. Inside are three jars of sauce in Pomodoro, Vodka, and Tomato Basil, imported Rustichella d’Abruzzo spaghetti, balsamic vinegar of Modena, and Il Poggione extra virgin olive oil.
Recipients don’t just open this gift and set it aside. They plan a night around it and share it with the people who support them at home, so the recognition reaches their family too. It’s a strong fit for milestone anniversaries, year-end thank-yous, and client appreciation, especially heading into the holiday season.
Custom Shades, Made on the Spot
A live sunglasses activation turns a giveaway into something guests take part in. Attendees step up to the station, pick their frames and lenses, and watch their pair get customized on site. The station quickly becomes a gathering spot at the event, sparking conversation and plenty of photos.
Every guest walks away with a branded product they helped create and a story to go with it. It works well at sales kickoffs, conferences, company outings, and incentive trips, anywhere you want people to feel celebrated in the moment.
Both picks show how far a recognition program can go when the product is part of an experience. The item carries your brand, and the time spent is what people talk about afterward.
Industry News
Merch’s 2030 Game Plan 🌍
In October, leaders in branded merchandise from around the world gathered in Kitzbühel, Austria, for the fifth annual GXN Conference.
Over four days of keynotes, panels, and networking in the Tyrolean Alps, they agreed on a shared set of priorities for the industry’s next chapter. The result is a road map that touches nearly everything brands care about when they invest in merch.
Click the + to find out what global leaders agreed on 👇
At the center of the conference was the Kitzbühel Declaration 2030, which delegates adopted on the event’s final day. It grew out of GXN founder Michael Freter’s One Voice Initiative, an effort to bring the industry’s distributors, suppliers, decorators, and associations worldwide into closer alignment.
The declaration lays out eight guiding principles:
- Demonstrate measurable ROI
- Collaborate on global standards
- Measure sustainability
- Invest in future talent
- Eliminate greenwashing
- Improve supply chain transparency
- Protect ethical manufacturing
- Increase exposure within public affairs
Organizers framed it as a starting point, with the conversation set to continue through 2030.
The list reads like a to-do list for a maturing industry, and that’s good news for brands. The questions marketing, HR, and procurement teams already ask about their merch are becoming the industry’s own benchmarks. Does it drive results? How was it made? Can the sustainability claims be trusted?
For the industry, the declaration marks a shared commitment to raising the bar on accountability and transparency. With next year’s GXN Conference set for Istanbul, these principles have a clear checkpoint ahead.
From The Blog
Breakdown of Decoration Methods
Decoration is often the last call in a merch order, but it has a big say in whether a piece gets worn or forgotten. Our latest blog breaks down the most common methods, where each one shines, and where each one falls short.
