THE work

The web app that allows fans to order a custom jersey and never miss a play.

(From the comfort of their arena seat)

NBA + Avery dennison

About avery dennison

Avery Dennison, a leading Team Sports embellisher with prominent partnerships across major professional sport leagues globally, faced the challenge of creating immersive interactions between fans and their favorite sports teams upon becoming the Official Embellishment Partner of the NBA.

In an economy where retail sales were dropping to an all time low, game attendance showed no signs of slowing down; notwithstanding, fans weren’t buying jerseys.

THE challenge

How do you increase NBA teams’ jerseys in-store sales with innovative merchandising strategies and easy to access fan experiences.

Custom Fan Orders

Fans customize and order a jersey from anywhere in the sports arena and pick it up at the team store when ready.

Order Management

The store manages orders at the Customization Station.

League Rollout

The web app launched with a backend "Team Loader" starting with the Sacramento Kings and Cleveland Cavaliers.

deliverables

Design
Creative
Commerce

Digital Products And Platforms
Growth Marketing

what we did

Design (Full Service)
Creative (Full Service)
Commerce (Full Service)
Retouching

Data Intelligence (Full Service)
Brand Strategy & Branding (Full Service)
Digital Products And Platforms
Growth Marketing (Full Service)

Fans customize jerseys with on-clothing embellishments from their seats, pay for them, and pick them up at the Team Store when notified.

Fans have options for customization and personalization, offering player names and numbers.

Teams can access a store manager area to manage and track orders.

Promoted during time-out breaks on the jumbotron.

Results were a Slam Dunk

Scans who made a purchase

39.7%

Fans who scanned the QR code

77.3%