PromZ Vak 4 · 2026 · English edition

note atmosphere, materials and presentation. This can look fantastic and certainly contributes to the overall experience.

Plenty of similarities at product level

The best is yet to come

What can the European and American promotional products markets learn from each other? A visit to ASI Show Chicago reveals that the products are remarkably similar, but that attitudes on either side of the Atlantic differ considerably. Above all, the American enthusiasm is infectious.

Americans have the expression ‘go big or go home’. Surprisingly, however, that mentality does not apply to every aspect of ASI Show Chicago. While cars, hotel rooms and food portions in the United States are generally large and generous, the exhibition stands remain notably compact and simple.

The week began on Monday evening with an international meeting of PromoAlliance, the partnership between ASI, Sourcing City and PSI. On the 360 Chicago Observation Deck, high above the city, representatives from various international promotional products markets came together. It provided not only an impressive view, but above all an exceptionally enjoyable and valuable opportunity to connect.

The event was hosted by Michele Bell of ASI. Watching her work during a week like this gives you the impression that she organizes absolutely everything. At the same time, she somehow manages to make time for almost everyone. It is a remarkable combination of energy, commitment and genuine interest in the people working within the industry.

No exhibition stand theatre

Following an education day on Tuesday, the actual trade show took place on Wednesday 22 and Thursday 23 July in the North Building of McCormick Place in Chicago.

With around 300 stands, the exhibition floor was well filled and extremely well attended. Yet one clear difference from European, and especially Northern European, trade shows immediately stood out: American companies visibly spend less money and attention on the design of their stands.

There were no elaborate architectural showpieces, towering walls or complete hospitality concepts. A stand often consisted of just a few display racks, a table and, most importantly, a great many products.

The philosophy appears to be: we are here to present our products and do business, so let us not make things more complicated than necessary. It is a highly direct, no-nonsense approach. In Europe, an exhibition stand is more often regarded as an extension of the brand. Considerable investment goes into its appearance,

Anyone looking for major product differences between the American and European markets will not find them immediately. Much of the product range at ASI Show Chicago resembles what we see in Europe.

There is, however, clearly more emphasis on c aps , hoodie s and drink ware. Drink ware in par ticular remains an enormousl y important category in the United States. According to ASI, 41 per cent of end users would prefer to receive a drinkware product. The show therefore featured countless tumblers, mugs and bottles, including sustainable, modular and digitally connected versions.

There were also more low-cost products on display that have become increasingly dif f icult to sell in Northern Europe. This certainly does not mean that Americans are unconcerned with sustainability, recycled materials or social responsibility. These subjects are clearly present there as well. The story is simply told differently and often less prominently than it is in Europe.

One product category that particularly caught my attention was coolers. Not only traditional coolers, but models in virtually every imaginable shape and size: with wheels, multiple compartments and even built-in speakers. These products are perfectly suited to American outdoor, sporting and tailgating culture.

It is precisely in areas like these that the two markets can strengt heneachother. American supplier s under s t and bet-