Promo and Print to Converge at PRINTING United Expo 2026 With ASI Show Pavilion Debut

THE PRINT INDUSTRY IS undergoing a significant transformation, with businesses increasingly expanding their service offerings to remain competitive. This trend has led to a natural convergence between print, promotional products, and decoration processes, creating new opportunities for growth and innovation. Recognizing this shift, PRINTING United Alliance and the Advertising Specialty Institute (ASI) have forged a strategic partnership to bring the ASI Show Pavilion to next year’s PRINTING United Expo, the most comprehensive and influential industry event in North America, taking place in Las Vegas in 2026. This initiative marks a major step in uniting the print and promo industries under one roof, fostering collaboration and new business avenues.

To gain deeper insights into the partnership and its implications, we spoke with PRINTING United Alliance CEO Ford Bowers, PRINTING United Alliance President Dave Leskusky, and ASI President & CEO Tim Andrews. They each share their perspective on what this collaboration means for businesses, the industry trends driving convergence, and how professionals can leverage these changes to expand their offerings.

A Vision for Cross-Industry Collaboration
The ASI Show Pavilion at PRINTING United Expo 2026 is more than just an exhibit space — it’s a strategic move to enhance collaboration between the print and promotional products industries. Covering 50,000 square feet, the pavilion is designed to give Expo 2026 attendees access to a comprehensive array of promotional products and services.

“Our goal is to help businesses diversify, expand their capabilities, and explore new growth opportunities by tapping into the synergies between print, promo, and decorating,” explains Tim Andrews. “Promo products are an essential part of branding and marketing, and by bringing this dedicated space to the Expo, we’re ensuring that professionals can connect, learn, and see firsthand how print and promo can work together to drive business success.”

Dave Leskusky reinforces this perspective, emphasizing that the Expo has always been about providing a broad platform for printers. “During the past two decades, we’ve seen printers diversify their product offerings, and adding promotional products makes sense. The partnership with ASI fits into our ‘one-roof’ approach, allowing printers to source solutions for their hard and soft goods promotional products businesses all in one place.”

Strategic Planning and Industry Impact
The partnership between the Alliance and ASI is not just about co-locating exhibits — it represents a larger strategy to integrate and strengthen both industries. In addition to the ASI Show Pavilion, the organizations have introduced a dual membership opportunity, providing businesses access to resources and benefits from both entities. Further, ASI has expanded its hosted-buyer events, including fASIlitate by PPM, connecting top suppliers with qualified distributors through focused one-on-one meetings.

“By working together, ASI and PRINTING United Alliance are providing more opportunities than ever for companies to explore new revenue streams, build valuable relationships, and stay ahead of evolving market trends,” says Andrews.

Leskusky adds, “ASI has been a great partner. They already produce three trade shows for the promotional products industry and have phenomenal relationships with promo suppliers. Their presence at the Expo is incredibly valuable to printers and decorators looking to expand into promo.”

Aligning with Industry Trends
One of the most significant shifts in recent years has been the move toward integrated branding solutions, where print, promo, and decoration no longer are separate but intertwined. The ASI Show Pavilion at Expo 2026 is designed to reflect this shift, offering educational sessions and networking opportunities focused on cross-selling and service expansion.

“Attendees will gain insights into how they can position themselves as full-service branding providers — a one-stop shop offering everything from printed materials to decorated apparel and high-impact promotional products,” says Andrews. “This not only strengthens their business models but ensures long-term competitiveness in a rapidly evolving market.”

For Leskusky, the Pavilion serves as an essential resource for printers and apparel decorators looking to break into promotional products. “Our goal is to create a space where printers and decorators feel comfortable talking with promo suppliers about their business models. The ASI team will be a great resource, offering best-in-class technology solutions, educational content, and expert guidance.”

The Changing Landscape of Print and Promo
Both the print and promotional products industries have undergone dramatic transformations in response to evolving customer expectations, technological advancements, and sustainability initiatives.

“The $26.6 billion promotional products industry has seen a shift away from ‘cheap giveaways’ toward high-quality, retail-inspired products,” notes Andrews. “Customization is easier and faster than ever with technologies like direct-to-film (DTF) printing, UV printing, and advanced embroidery. Sustainability also is a major factor, with buyers seeking eco-friendly materials and ethical sourcing.”

The print industry has experienced similar changes, particularly in terms of automation, digital printing advancements, and cross-segment diversification. Ford Bowers, CEO of PRINTING United Alliance says, “The industry is evolving at an unprecedented pace. Digital printing technology, sustainability awareness, and regulatory changes continue to reshape how businesses operate.”

At the Alliance, these developments are being addressed through initiatives like research, learning through courses and certifications via its comprehensive online iLEARNING+ platform, expansive advocacy efforts, and industry-leading events. “We’re committed to supporting businesses through these transitions, helping them navigate challenges while seizing new opportunities,” Bowers adds.

A Unified Future
With the ASI Show Pavilion at PRINTING United Expo 2026, the industry is taking a bold step toward a more integrated and collaborative future. By bridging the gap between print, promo, and decorating, this partnership is empowering professionals with the knowledge, resources, and networking opportunities they need to stay ahead in a rapidly evolving marketplace.

Whether you’re a screen printer, wide-format printer, or apparel decorator, the message is clear: diversification is key, and the time to embrace convergence is now.

PRINTING United Expo will take place in Orlando this year, October 22-24, 2025; and on September 23-25, 2026, in Las Vegas.