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Avery Dennison Expands Embelex Business with NBA Deal


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Materials science and digital ID technology firm Avery Dennison’s latest licensing partnership capitalizes on one of the nation’s favorite pastimes.

The Ohio-based company has inked a deal with the with NBA Properties, Inc. (NBAP) to manufacture on-court and retail apparel embellishments bearing the National Basketball Association’s (NBA) team marks, logos, fonts and other intellectual property.

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The move underscores Avery Dennison’s aim to grow the Embelex portfolio of solutions for on-garment branding used by global sports organizations. The company recently acquired Netherlands-based apparel trim-maker Rietveld, New York textile labeling, transfers and emblems business Thermopatch and Lion Brothers, a Maryland supplier of patches and other branding solutions.

Its consumer base currently includes sports partners like the San Francisco 49ers, Major League Soccer, Real Madrid, the English Premier League, the Sacramento Kings and the Cleveland Cavaliers. The NBA deal will include the production of licensed marks, logos, fonts and other markings for league teams and retail partners, both of which can access Embelex’s full portfolio. Most products will be manufactured both globally globally, but domestic suppliers can execute orders that require a quick turnaround.

“The NBA is the preeminent leader in global basketball,” said Steve Mason, vice president and general manager of Embelex and aftermarket apparel Solutions at Avery Dennison. “This iconic brand is synonymous with world-class basketball, fan engagement and quality retail products that represent the NBA with equal reverence.”

NBA clients can also access Avery Dennison’s capabilities for digitally connected garments under the agreement. A study the company conducted this year showed that investments in technology like QR codes and RFID can lead to higher consumer engagement by offering more information about a product’s origins or directing shoppers to content relevant to their purchases.

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