Avery Dennison partnered with the Dallas Cowboys to revolutionize their retail experience, turning ordinary transactions into unforgettable fan moments.
By harnessing cutting-edge technology and creative campaigns, they enhanced fan engagement, boosted jersey sales, and significantly reduced custom jersey production times. Central to this transformation was Avery Dennison's industry-leading Embelex Solution Portfolio, setting a new standard for sports apparel customization.
Introduction
The Dallas Cowboys, valued at $9 billion and known as ‘America's Team’, are one of the most iconic and recognizable franchises in the NFL.
They partnered with Avery Dennison in 2024 to revolutionize fan engagement through personalized apparel. This collaboration brought cutting-edge jersey customization technology - powered by Avery Dennison’s Embelex solutions portfolio - to the Cowboys' retail locations, creating unique, on-demand experiences that strengthen the connection between fans and their beloved team.
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The Challenge
The Dallas Cowboys sought to increase merchandise sales and unlock a new revenue stream through premium, customized team apparel, such as jerseys and hoodies. They also wanted to enhance the fan experience at their flagship locations. Before partnering with Avery Dennison, custom jersey sales were non-existent, and stadium stores lacked the technology to offer on-demand customization.
The team needed a solution that would create a seamless, engaging in-store experience, while driving awareness and excitement around customized merchandise. Ultimately, they aimed to increase fan engagement through personalization and boost sales of premium, customized team apparel.
It was essential for the Cowboys’ retail outlets to have systems in place that allowed jerseys to be customized quickly and efficiently, minimizing customer wait times, particularly on match days. The system also needed to ensure fast turnaround in shirt name printing, while keeping errors to an absolute minimum.
The Solution
Avery Dennison deployed a comprehensive in-venue customization solution across multiple Cowboys retail locations. This kicked off with the Oxnard, CA Training Camp in July 2024, followed by the Cowboys Customs at Frisco Pro Shop in December 2024, with plans to expand to AT&T Stadium, Texas (home of the Dallas Cowboys), in the upcoming season.
The Embelex solution setup at the Frisco location was strategically positioned between fashion items and Cowboys jerseys. It features two customer-facing tablets for jersey and nameplate selection, two heat presses for applying customizations, and two projectors - to display the nameplate on the jersey - otherwise referred to as Accurate Alignment Projector System (APPS).
This innovative configuration created a ‘one-stop shop’ for fans seeking personalized merchandise, transforming a simple retail transaction into an interactive, memorable experience.
George Dunn, Senior Retail Manager, Dallas Cowboys: “We’re incredibly excited about the sales potential of jersey customization and are committed to creating the ultimate one-stop shop for our customers. Our goal is for fans to feel that the flagship location offers everything they could possibly want as Dallas Cowboys supporters. Avery Dennison brings that vision to life by delivering a game-day experience fans will never forget."
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The Results
Jersey customization is now up and running in the Dallas Cowboys’ key retail locations. The in-venue customization solution speeds up the customization process while requiring minimal staff training. Over time, the store teams have reduced production time on jersey printing from 45 minutes to 20 minutes, with staff becoming more efficient at creating and executing. Today, at full capacity, the team can produce a remarkable volume of customized jerseys throughout a game weekend, keeping fans outfitted and engaged from start to finish.
George Dunn continues: “The improved efficiency has instilled confidence in our staff, which can be felt and seen by our customers, and provides the ultimate fan experience. Our customers enjoy the shopping experience and have access to the most unique product options.”
The in-venue technology also presents opportunities for the Dallas Cowboys to run fan experience events and competitions, tied into shirt customization.
‘Design Your Own Jersey’ Campaign
To generate excitement and awareness around the new customization capabilities, Avery Dennison and the Cowboys launched an engaging jersey sleeve design competition from 23 June to 21 July, 2024. The campaign invited fans to design unique jersey sleeves through a dedicated landing page on dallascowboys.com. It was publicized widely across the Cowboys’ social media pages.
Despite the high barrier to entry (requiring fans to design their own jersey), the campaign delivered impressive results:
Devoted fans stepped up with high quality sleeve design entries
1.5 million paid social media impressions
The winner was presented with their custom-designed jersey at the Cowboys’ Draft Party, creating a truly unforgettable moment for a dedicated fan.
Building on this success, a follow up campaign, focusing on personalized patch design, is currently ongoing, with the winner’s patch to be revealed and given out during their Thanksgiving game. The campaign has already generated over 200 entries.
George Dunn, Senior Retail Manager, Dallas Cowboys: “We wanted to raise awareness for Avery Dennison’s highly customizable technology, and addressed this by giving Cowboys fans the chance to share their creativity, with the winner receiving their own design on an actual jersey at the 2025 NFL Draft.”
“From a storytelling perspective, the campaign was a tremendous success. The winner, a passionate Cowboys fan, drove all the way from Ohio to attend the Cowboys Draft Party and receive his custom Cowboys jersey from Avery Dennison.”
What's Next
Steve Mason, VP/GM Commercial & Embelex, Avery Dennison comments: “The collaboration between the Dallas Cowboys and Avery Dennison demonstrates how our Embelex solutions portfolio can create meaningful fan experiences while driving merchandise sales through market leading innovation. The initial customization program and design competitions have proven successful in engaging fans and generating excitement around personalized merchandise.”
Looking ahead, the partnership will expand to AT&T Stadium in the upcoming season, bringing the customization experience to game-day fans. The success of this model has also paved the way for Avery Dennison to roll out similar solutions to other American football clubs, establishing a new standard for fan engagement through personalization.