The technology relies on NFC-enabled embellishments embedded directly into garments such as jerseys, sneakers and workwear. When a fan taps their smartphone against the NFC label, the mem-re platform launches instantly, delivering exclusive content without the need for a separate app download. The experience can include behind-the-scenes footage, interactive polling, VIP early access to merchandise drops and hidden rewards that evolve over time.

For brands and venue operators, the real value lies in the data. Every tap generates engagement insights that can be used to identify new commercial opportunities, refine marketing strategies and deepen the relationship between teams and their supporters. Content is managed through mem-re’s CMS, which includes AI-powered creation tools designed to make campaign management straightforward even for non-technical users.

Sergio Shmilovitch, VP/GM Embelex at Avery Dennison, said: “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 and founder of Eventshop and mem-re, added: “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.”

The partnership represents a broader industry shift towards omnichannel experiences powered by connected products. Rather than treating apparel as a static branded item, the combination of Embelex NFC embellishments and the mem-re platform creates what both companies describe as “an intimate, connected relationship between teams, brands and consumers.”

Avery Dennison’s global manufacturing footprint gives the partnership scale from the outset, with deployment opportunities spanning professional sports, live entertainment, hospitality and direct-to-consumer apparel brands. The NFC technology at the heart of the solution operates at 13.56 MHz, the same high-frequency band used in contactless payment cards and transit systems, ensuring broad smartphone compatibility across both iOS and Android devices.

To find out more about the full portfolio of Embelex solutions, click here.

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