Who’s shaking up the industry today and making it a unique, successful, challenging and innovative sector? The members of the 2016 Counselor Hot 25. Check out their stories.

To those who think millennials look at the promo industry with an eye roll and a jaded yawn, allow us to introduce the triumvirate at the head of the hottest young distributorship in Miami: SoBe Promos (asi/245603). Helmed by three University of Miami college pals in their late 20s, these guys – and the young, whip-smart team working for them – are already devotees.

“We’ve put our own spin on it and made the industry sexy in our own way,” says Chris Ferriter, one of the company’s three principals, along with Scott Latimer and Spencer Kramer – son of Jeff Kramer, the industry legend who founded Bullet Line and pioneered the concept of five-day turnaround 10 years ago. “There’s nothing cooler than seeing Richard Branson wearing the shirt you made for Virgin Cruises, Avicii rocking the snapback you did at Ultra Music Festival, or the people of Google walking around Google campus with the backpacks you had made. That’s what we’re trying to do with promotional products – get people away from pens and stress balls and let them see that these items can be creative.”

And you just have to love a group of guys with the talent, ambition and cojones to throw down the gauntlet with this audacious goal: “In five years, we see ourselves as repeat winners of the Counselor Fastest Growing Distributor award and breaking into the Top 40,” Ferriter says. “As a group of young individuals in the industry, we foresee using the newest trends, the Internet and social media to help us vault into the conversations of distributors that people should be paying attention to.”

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