MENTOR, OH – Avery Dennison, a global leader in materials science and digital identification solutions, today announces a strategic partnership with Eventshop to create immersive fan and consumer digital experiences.
The collaboration combines Avery Dennison’s Embelex™ connected embellishments, featuring NFC and QR code technology, with Eventshop’s mem-re digital platform. Fans can interact with an NFC label by simply tapping their smartphone, launching the mem-re platform to unlock personalized exclusive experiences in-stadium and beyond.
Instead of a traditional apparel embellishment, fans access a gateway to an evolving digital experience. This interactive journey can include exclusive content such as behind-the-scenes footage, interactive polling, VIP early access to exclusive offerings and personalized perks featuring hidden rewards. The content is managed through mem-re’s simple, easy-to-use content management system that leverages AI creation tools. From this portal, Avery Dennison clients can better understand fan and consumer engagement, using this information to identify new commercial opportunities.
This partnership signals a major shift towards omnichannel experiences driven by digital, unlocking value for brands as well as sports and entertainment venues. By blending Avery Dennison’s global manufacturing with Eventshop’s mem-re technology, the partnership transforms static apparel into an intimate, connected relationship between teams, brands and consumers.
Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, says: “There is undeniable growing demand for digitally enabled embellishments. The range of activations is exciting, spanning beyond jerseys to include sneakers, workwear or any material with a digital trigger. This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms.”
Spencer Combs, CEO & founder, Eventshop & mem-re, adds: “With deployment opportunities across live events, hospitality, sports, entertainment and apparel brands, the mem-re platform reimagines the fan and consumer experience. Avery Dennison’s size, scale and expertise make it the perfect partner to open up a new world of possibilities for innovative, fan-first teams and brands.”
