The promotional products and branded merchandise industry returns to McCormick Place – North Building, Chicago for ASI Show Chicago 2026, taking place from Tuesday, 21 July through Thursday, 23 July 2026. Widely regarded as one of the most important mid-year events for the promotional products sector, the show brings together distributors, suppliers, decorators and apparel specialists preparing for the busy back-to-school, holiday and end-of-year selling season.
Organised by the Advertising Specialty Institute (ASI), the event combines a full day of business education on Tuesday, 21 July, followed by two days of exhibitions on 22–23 July, giving visitors the opportunity to discover thousands of new products, build supplier relationships and learn the latest sales and marketing strategies.
Event Schedule
Tuesday, 21 July
- Education Day
- Business seminars
- Networking sessions
- Industry workshops
Wednesday, 22 July
- Expo Hall opens
- Product launches
- Supplier demonstrations
- Live networking events
Thursday, 23 July
- Final exhibition day
- Product showcases
- Educational presentations
- Closing networking opportunities
What can visitors expect?
Although ASI Show is broader than a dedicated garment decoration exhibition, decorated apparel remains a significant part of the event. Visitors can expect to explore:
- Promotional apparel
- Corporate clothing
- Custom branded merchandise
- DTF transfer solutions
- Heat transfer products
- Embroidery services
- Screen printing
- Drinkware
- Bags and backpacks
- Office products
- Sustainable promotional merchandise
- Sales software and ordering platforms
For decorators looking to diversify beyond apparel, the exhibition offers a valuable opportunity to discover complementary products that can increase average order values and open new revenue streams.
Exhibitors
The official exhibitor list continues to grow, with hundreds of suppliers expected to attend. Well-known companies already listed or traditionally exhibiting include:
- SanMar
- BELLA+CANVAS
- alphabroder
- Ariel Premium Supply
- Chocolate Inn / Taylor Grant
- BamBams
- Innovation Line
- ChicoBag
- Rustico
- MegaPromo Solutions
- Dunbrooke
Alongside these established names will be hundreds of additional suppliers showcasing everything from apparel and drinkware to technology products, writing instruments, bags and eco-friendly promotional merchandise.
Education First
One of the defining features of ASI Show Chicago is its strong educational programme. Before the exhibition floor opens, attendees can take part in sessions covering topics such as:
- Growing promotional product sales
- Marketing strategies
- AI and business technology
- Customer acquisition
- Pricing and profitability
- Industry trends
- Sales techniques
- Product sourcing
These sessions are designed to provide practical advice that businesses can implement immediately, regardless of whether they specialise in promotional products, decorated apparel or both.
Trends to Watch
HeatInk expects several themes to dominate discussions throughout the exhibition:
- Continued growth of on-demand decorated apparel
- Expansion of DTF into promotional products
- Sustainable and recycled merchandise
- AI-powered artwork and order management
- Faster fulfilment solutions
- Premium retail-inspired apparel
- Integration between promotional products and e-commerce platforms
As decorators increasingly offer complete branding solutions rather than just printed garments, these trends are likely to become even more important throughout 2026 and beyond.
Why HeatInk will be watching
Although ASI Show isn't exclusively focused on garment decoration, it has become increasingly relevant to decorators looking to expand their businesses. The lines between promotional merchandise and decorated apparel continue to blur, with many customers now expecting suppliers to provide branded clothing alongside drinkware, bags, technology accessories and corporate gifts.
For HeatInk readers, the show provides valuable insight into the wider branded merchandise market and the opportunities available beyond traditional garment decoration.
Official website:
https://www.asishow.com/trade-shows/chicago
HeatInk says...
The most successful apparel decorators are increasingly becoming branding specialists rather than simply printers. ASI Show Chicago reflects that evolution, bringing together apparel, promotional products, technology and education under one roof. If you're looking to diversify your offering, discover new suppliers or build stronger relationships ahead of the busiest sales period of the year, this is an event well worth adding to your calendar.