For years, premium embellishments and professional-grade finishes were largely reserved for elite or professional teams.. Avery Dennison’s new partnership with Athlete’s Thread changes that.
Avery Dennison is a global leader in materials science, providing high-performance embellishments, labeling, and sustainable solutions for the world’s leading apparel and sports brands.
Athlete’s Thread is a category-defining NIL commerce platform that empowers collegiate athletes to build and monetize their personal brands through AI-driven product creation and nationwide distribution.
By combining:
Avery Dennison’s advanced embellishment technology and quality materials, and
Athlete’s Threads AI-powered product creation and nationwide NIL commerce platform,
Athletes across 400+ colleges and 49,000+ student-athletes now have access to merchandise that looks, feels, and performs at the highest level.
That includes expanded access to elite jersey embellishments through programs like the rapidly growing Under Armour Jersey Embellishment Program, delivering consistency and polish that campuses and bookstores can stand behind.
Why Does This Matter for Athletic Departments & Bookstores?
This partnership is not just about better-looking gear, it’s about making NIL easier, more reliable, and more impactful for schools with:
Consistent Quality Across Programs: Colleges working with Athlete’s Thread can count on uniform product standards, regardless of athlete, sport, or volume.
Elevated Athlete Branding: Student-athletes can finally access pro-grade embellishments that help them build authentic, high quality personal brands.
Scalable, Responsible Production: With Avery Dennison’s global manufacturing expertise, campuses benefit from socially responsible, premium-grade materials without sacrificing speed or scale.
Simplified NIL Operations: Automation and AI-driven workflows mean fewer bottlenecks, making it easier for bookstores and athletic departments to support NIL initiatives without added complexity.
Built for Where NIL Is Going, Not Where It’s Been
Both companies see this partnership as just the beginning.
As the exciting landscape of NIL continues to expand, Avery Dennison and Athlete’s Thread are aligned around a shared vision:
Advanced materials
Automated fulfillment
Next-generation athlete branding technologies
In short? A future where NIL merchandise is professional, scalable, and campus-friendly by design.
A New Standard for College Athlete Merchandising
The NIL marketplace is maturing, and this partnership signals a clear shift. Colleges no longer have to choose between quality and accessibility.
By bringing together two industry leaders, this collaboration sets a new benchmark for what athlete merchandise can be: elite, consistent, and built to scale, for athletes, schools, bookstores, and fans alike.
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