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Athleta & GSP ReCLAIMED 60 TONS of Graphics

Athleta logo


Athleta, a popular women’s activewear retailer and Certified B Corporation, is passionate about sustainability. Because malls and shopping centers were unable to recycle fabric graphics, the retailer approached GSP looking for a sustainability solution that was simple and cost effective.
Athleta storefront


GSP accepts the retailer’s used graphics and submits them to our sustainability partner. These materials are then upcycled and transformed into fuel pellets. To simplify the task of having store employees send the used materials to GSP, each campaign graphics kit includes easy-to-follow return instructions along with a prepaid return UPS label.


To date, GSP has helped Athleta reclaim more than 60 tons of marketing materials allowing the company to reduce materials that would otherwise be sent to the landfill. One fuel pellet provides approximately 9K BTUs and fiber fuel burns cleaner than coal, emitting only 2% sulfur and lower carbon dioxide.

  • Less reusable waste in the landfill
  • Additional fuel energy created
  • Over 60 tons of graphics reclaimed

“Our partnership with GSP has been so wonderful. With their Madison production facility being SGP certified, we are confident they are making the right decisions when it comes to production processes … GSP’s focus on identifying new sustainable materials aligns with Athleta’s needs, and they have helped create innovative solutions for recycling our store imagery.”

– Sr. Manager, Retail & Marketing Production at Athleta

Alon summer campaign

Our Brand Story

GSP started as a printing company in1978. We found our niche supplying in-store signage for convenience stores when retailers guessed quantities they needed. This led to overage, waste and expense. To solve this, we developed software to guarantee on-time delivery of “the right size sign, to the right store, every time.”

In 2014, we started AccuStore with a dedicated team. As software helped drive our growth, we realized that new printing and fulfillment sites near customers could drive business and improve sustainability. We acquired companies that fit GSP’s technical excellence and superior customer service models.

First was Great Big Pictures in Madison, WI in 2015. They lead the field in large format printing and visual merchandising for iconic fashion retailers. Their standards for customer service include award-winning sustainability programs, and expertise to bolster retail environments services.

In 2020, GSP acquired Custom Color in Lenexa, KS. The company supplies printed graphics to leading retailers. Custom Color’s stellar quality in fabric printing also aligns with GSP’s values.

GSP provides branding and marketing services with a focus on site-specific execution to help transform our customers’ growth strategies into store-level success. We design retail environments to engage shoppers and provide superior customer experiences. AccuStore powers our retail marketing, execution and digital display technologies and ensures stores get only what they need. GSP is a forward-thinking company that’s here to serve retailers now, with a focus on their future.

GSP delivers graphics and digital marketing to over 75,000 retail locations. Our experts provide retail branding and marketing services, focused on site-specific execution. Our methods ensure stores get only the POP they need, at the lowest cost. Our Retail Environments team creates and deploys amazing, in-store shopping experiences.