How does America’s Team create a seamless, engaging in-store experience around customized merchandise?
That was the challenge that the Dallas Cowboys sought to increase merchandise sales and unlock a new revenue stream through premium, customized team jerseys and hoodies. At the same time, the team wanted to enhance the fan experience at their flagship locations.
The aim was to increase fan engagement through personalization and boost sales of apparel. To achieve this, 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 game day.
Avery Dennison Partnership
These desire to have a fan experience like no other lead to the partnership with Avery Dennison to revolutionize the NFL team’s retail experience, turning ordinary transactions into unforgettable fan moments.
Central to this transformation was Avery Dennison’s industry-leading Embelex Solution Portfolio. Setup at the team’s Frisco, TX, location strategically positioned between fashion items and Cowboys jerseys, the solution 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).
Setting Up Shop at Cowboy Stores
This configuration created a ‘one-stop shop’ for fans seeking personalized merchandise, transforming a simple retail transaction into an interactive, memorable experience.
“We’re incredibly excited about the sales potential of jersey customization and are committed to creating the ultimate one-stop shop for our customers,” said George Dunn, Senior Retail Manager, Dallas Cowboys. “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.”
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 and the home of the Cowboys, AT&T Stadium, earlier this year.
Personalization Leads to Growth
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 from 45 minutes to 20 minutes.
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.
“The improved efficiency has instilled confidence in our staff, which can be felt and seen by our customers, and provides the ultimate fan experience,” said Dunn. “Our customers enjoy the shopping experience and have access to the most unique product options.”
‘Design Your Own Jersey’ Campaign
The in-venue technology presented opportunities for the Dallas Cowboys to run fan experience events and competitions, tied into shirt customization.
To generate excitement and awareness around the new customization capabilities, Avery Dennison and the Cowboys launched an engaging jersey sleeve design competition from June 23 to July 21, 2024. The campaign invited fans to design unique jersey sleeves through a dedicated landing page on the Cowboys home site dallascowboys.com.
The campaign delivered impressive results, including 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.
Thanksgiving Patch
“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,” said Dunn. “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.”
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 this year. The campaign has already generated over 200 entries.
“From a storytelling perspective, the campaign was a tremendous success,” said Dunn.
What’s Next
With the partnership expanding to AT&T Stadium, the customization experience has been delivered to game-day fans. The success of this model has paved the way for Avery Dennison to roll out similar solutions to other football teams, establishing a new standard for fan engagement through personalization.
By harnessing cutting-edge technology and creative campaigns, Steve Mason, VP/GM Commercial & Embelex, Avery Dennison, said the company was able to enhance fan engagement, boost jersey sales, and reduced custom jersey production times
“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,” said Mason. “The initial customization program and design competitions have proven successful in engaging fans and generating excitement around personalized merchandise.”