(Editor’s Note: Amid the ongoing voting for the new slate of nominees for the PPAI Board of Directors, PPAI Media is profiling the potential new additions. Be sure to also check out our introduction to Charles River Apparel COO Bruce Barnet.)

Joseph Sommer has never been one to follow the traditional path.

Still in his 20s, he launched Whitestone (PPAI 666851, Gold) from his one-bedroom Manhattan apartment in 2013 with little more than a bold vision and relentless drive. Today, the fully remote branded merch agency ranks No. 34 on the 2025 PPAI 100. It employs more than 75 people across four countries and serves some of the world’s most influential brands.

Under Sommer’s leadership, Whitestone has grown rapidly, expanding through acquisitions in the U.S. and Canada, and committed to ambitious sustainability goals through its RISE Initiative, which includes 1% for the Planet membership, EcoVadis certification and validated science-based emissions reduction targets.

Sommer is known as a “classic entrepreneur,” but also a leader who cultivates a people-first culture, embraces a tech-forward approach and champions a more inclusive, innovative industry.

Now, he has been nominated to a seat on the PPAI Board of Directors.

The election to approve this year’s two-person board slate begins Aug. 25 and closes Aug. 29. Each PPAI member company’s voting contact is eligible to cast a vote for the slate. Voting will be done electronically, and a new 2025 username and password will be emailed to the voting contacts when voting opens. A candidate must receive majority approval among votes cast to be named to the Board of Directors following The PPAI Expo 2026.

In this interview with PPAI Media, Sommer shares what motivates him, how he approaches leadership, and the impact he hopes to make as a board member.


PPAI Media: What interests you about the opportunity to serve on the PPAI Board?

Sommer: For me, this is about rolling up my sleeves and helping shape where we go as an industry. We’re at a turning point. Technology, generational shifts and changing market dynamics are rewriting the playbook for how we work. I want to be part of steering that change in a way that not only protects our industry, but makes it even stronger. My goal is simple: to help make this an industry where people can build amazing, fulfilling careers, just like I’ve been fortunate to, and to ensure the next generation of leaders has a seat at the table.

PPAI Media: How do you think your experience prepares you to represent distributors throughout the membership?

Sommer: Fun fact: I majored in entrepreneurship in college! Yes, it’s a real degree, and yes, it basically makes you unemployable. But it also gave me the foundation to start building business plans for my dream of one day running a industry leading branded merch company. I was 19 then. Now I’m 36, and in between I’ve bootstrapped Whitestone from a one-bedroom apartment into a $30 million, multi-country distributorship.

I’ve been a solo salesperson grinding it out, I’ve grown a team, I’ve landed major accounts and lost them too. I’ve acquired companies and even shut one down. That mix of wins and failures gave me resilience, perspective and a deep empathy for distributors at every stage. Whether you’re just starting out, running a small but mighty shop, or scaling into the millions, I’ve lived in your world and I know the challenges (and opportunities) that come with it.

PPAI Media: What excites you about PPAI’s future, and what would you hope to accomplish during your term?

Sommer: We’re in a moment of strength! Record revenues and no doubt, more visibility than ever! I think PPAI has the potential to take that momentum and run with it. I’d love to see us grow our market share, elevate how branded merchandise is perceived, and make this industry irresistible to top talent from all backgrounds.

For me personally, that means focusing on three things during my term:

  • Building clear pathways for younger professionals to step into leadership roles.
  • Strengthening our collective sustainability agenda.
  • Equipping members with the tech, tools and training to thrive in a fast-changing landscape.


PPAI Media: What are the biggest challenges and opportunities facing the industry as a whole?

Sommer: One of the biggest challenges right now is disintermediation, with new technology and competitors aiming to bypass the traditional distributor model. The flip side is that this also presents one of our greatest opportunities.

If we lean into technology, tell a better story about our value and lead with transparency and sustainability, we can deepen client trust and stay indispensable. The companies that innovate, educate and lead with purpose aren’t just going to survive, they’re going to define what this industry looks like in the future.