People within the branded merch industry tend to have trouble describing it to outsiders. It can’t be done with a quick sentence or two, and that’s usually attributed to the diversity of products, but it’s not quite even that simple.

It’s the people. You don’t have to be a “type of person” to find yourself in this industry, and you certainly don’t have to come from any certain background or look at things any which way to be accepted into the fold. Everyone seems to be interested in the newest product, and they’re willing to meet a new, interesting person along the way.

Each year we must preface this section by stating that the pages of PPAI Magazine would be overflowing with a list of all the coolest people in branded merch, but below are a few examples of promo pros who bring interesting backgrounds, fun hobbies and unique perspectives to the industry.

Coolest Digital Nomad

DC Castellano

Sr. Distributor Account Advisor, SAGE

You never know where DC Castellano, SAGE’s senior distributor account advisor, might be at any given moment. He doesn’t live anywhere. Or maybe more accurately, he lives everywhere. With no permanent residence, he’s “spent meaningful time” living and working in Belize, Guadalajara, throughout Mexico, Central and South America, Italy, Spain, Greece and eight countries in Africa. This year, Japan, Ireland and the mountains of Columbia, among other locales, will be his home.

What has he learned in his travels? Happiness, Castellano reports via email from Mérida, Yucatán. Outside the U.S., he has seen how each sunset is a shared moment, one that can bring happiness and perspective, every single day. That alone keeps him on the road with no end in sight.

Coolest Puppet Pal And Celebrity To Your Child

Mandi Rudd

Director of New Markets, Genumark

Move over Miss Rachel! Well, actually, Mandi Rudd, director of new markets at Genumark, PPAI’s No. 47 distributor, would probably tell you that Kikabou – the children’s learning video channel she hosts on YouTube – encourages inclusivity and enough room for everyone. So, no one has to move over!

What exactly is Kikabou? It follows the STEAM learning system for preschoolers (science, technology, engineering, the arts and mathematics). Mandi hosts the videos with the help of her two puppet friends, Kiki and Bouba, and they help kids have fun with concepts like Earth stewardship.

Coolest Voice In The Choir

Kate Nash

Director of Business Development – Promo Sales, Raining Rose

What’s cool about the concept of “coolness” is how it evolves. Kate Nash, director of business development, promo sales at Raining Rose, PPAI 100’s No. 48 supplier, would have called herself a “choir nerd” back when she was a kid. Of course, discovering and sharing your voice with the world is a beautiful thing, but what’s really cool is sticking with a passion through college and into adulthood.

After participating in competitive groups at every level of education, Nash now sings in church with a volunteer chorus that performs a few times a year with the professional orchestra in Cedar Rapids, Iowa. She loves to develop a tough score, from learning the notes to nurturing them into art. But most of all, it’s a team sport, and “there’s no cooler way to hear music than right in the middle, immersed with the performers,” Nash says.

Coolest Former Punk Rocker

Ryan Moor

Co-founder, Allmade

A real punk rocker never really loses that punk spirit. Ryan Moor, co-founder of supplier Allmade, came up as a kid in a pop punk band called Not Long After that spent five years grinding out tours and recording albums from 1999-2004. Most entrepreneurs turn their nose up at punks, but the smart ones know that there is no DIY scene more resourceful than a bunch of determined kids throwing together basement shows, putting up flyers and maintaining all the logistics required to keep the passion going.

Now, Moor has maintained his passion by focusing on responsible practices within the branded merch industry. He also holds an apparel conference, ThreadX, at the late Robert Redford’s ranch, Sundance, every year. How cool is that?

Coolest Baton Passer (And Twirler)

Amy Williams

Founder, AB Unlimited

Amy Williams, founder of AB Unlimited, was a national collegiate baton twirling champion at UCLA, a skill that is generally mesmerizing to watch for those of us who can barely carry two plates and a glass of water at once. When Williams finished her twirling career, she looked back and helped the athletes that came after her in a sport that doesn’t get a lot of formalized structure. She helped restructure the World Federation of National Baton Twirling Associations and co-founded the International Baton Twirling Federation, helping twirlers form a union and represent themselves.

Williams has also given a TED Talk about overcoming Tourette syndrome and how baton twirling was the first step in that process, leading to other successes, both personal and professional.

Coolest Sisters Who Stick Together

Lori, Jodi and Kari Caden

Caden Concepts

This one could represent a stand-in for all the sisters working together in branded merch, because there seems to be a disproportionate number who could be described as having built something special in this industry (shout out to the three sisters at Maple Ridge Farms!), but there’s something heartwarming about how Lori, Jodi and Kari Caden came up with their signature product.

Lori, the CEO of Caden Concepts, was going through something many mothers go through after giving birth: confidence and body issues. Naturally, it was her sisters who were there for her. Together, the three came up with a solution they thought most moms would gravitate toward: the Belly Bandit, a postpartum belly wrap approved by doctors and aimed at empowerment during a potentially vulnerable time.

Coolest Cool Kids Club That Just Got More Serious

PPAI Media’s #Online18 is not about the lolz anymore. Instead of celebrating follower counts or personal hype inside the industry, the 2026 list – released in March – spotlights industry pros who actually move merch forward by sharing smart insights, elevating the conversation and cheering on others along the way. It’s no longer ranked, there are no company callouts, and every honoree is nominated by a past member. Translation: less competition, more community and a lot more substance behind the spotlight.