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Industry Talk

Avery Dennison nets NBA retail license

Agreement is part of Embelex business portfolio expansion.

15th September 2023

Innovation in Textiles
 |  Mentor, Ohio


Materials science and digital identification solutions company Avery Dennison has announced an agreement with NBA Properties, Inc. (NBAP) to license National Basketball Association (NBA) team marks, logos, fonts and more in the production of on-court and retail apparel embellishments.

The initial licence agreement confirms Mentor, Ohio based Avery Dennison’s intentions to expand its Embelex business in the United States. It follows recent acquisitions in the apparel trims space of Rietveld (Netherlands), Thermopatch, and Lion Brothers, all of which add production and materials science capabilities to the growing Embelex solutions portfolio.

Avery Dennison will produce licensed marks, logos, fonts and more for NBA teams and retailers under this agreement. The agreement means teams and retailers can benefit from the entire Embelex portfolio including digitally connected garment capabilities with the consistency and scale of global manufacturing coupled with fast response production capacity in the USA.

"The NBA is the preeminent leader in global basketball. This iconic brand is synonymous with world-class basketball, fan engagement and quality retail products that represent the NBA with equal reverence. Avery Dennison is proud to be working with official NBA team marks and embellishments. And we look forward to producing Embelex solutions for teams and retailers alike," said Steve Mason, vice president and general manager, Embelex and Aftermarket, Apparel Solutions, Avery Dennison.

The agreement is the latest in a series of partnerships for Avery Dennison's Embelex, a suite of solutions for on-garment branding used by some of the most iconic sports teams and leagues globally. Other partners include the San Francisco 49ers, Major League Soccer, Real Madrid and the English Premier League, a long-standing partnership with over 15 million names, numbers and sleeve badges produced annually. Avery Dennison also has embellishment partnerships in place with the Sacramento Kings and the Cleveland Cavaliers.

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