Fans at the 2025 MLB All-Star Game and Home Run Derby in Atlanta experienced more than just the excitement of baseball’s biggest week. With behind-the-scenes help from STAHLS’, fans took home one-of-a-kind, personalized jerseys created on demand inside Truist Park.

Milestone Printing Activation

In collaboration with Fanatics, the Atlanta Braves, and MLB Players Inc., STAHLS’ brought its heat printing technology and expertise to multiple retail locations throughout the stadium. Using Hotronix Air Fusion IQ and Dual Air Fusion IQ heat presses, fans were able to customize official jerseys in real time, often able to receive their personalizations within minutes of placing their order.

“STAHLS’ has held professional sports licenses for over 20 years,” Carl Agosta, VP of strategic account sales and licensing at STAHLS’, tells Apparelist. “We’ve been involved with major league events including the NFL Draft, the Super Bowl, NBA All-Star, NHL All-Star, and now MLB All-Star. This was our first activation with MLB, which is our newest league license.”

Behind the scenes, the STAHLS’ Decorating Fulfillment Center (DFC) played a critical role in preparing hundreds of blank jerseys and producing sublimated twill graphics for both National League and American League rosters.

Credit: STAHLS’

This activation marked a milestone for the industry: The first-ever live deployment of the STAHLS’ Fulfill Engine during an MLB event. The powerful software platform managed the entire production workflow, including order intake, personalization, inventory coordination, and royalty reporting — all in one seamlessly connected system.

“We had five STAHLS’ team members onsite supporting the activation throughout the week,” says Agosta. “The Atlanta Braves had over 20 staff members also working on the program. Each jersey took between five and seven minutes to customize, depending on the length of the name.”

The result was a high-volume, high-efficiency personalization experience that delivered big-league results and lasting memories for fans. “In total, 5,000 blank jerseys were ordered for the event,” Agosta adds. “Of those, around 1,500 were preprinted with a few key players, handled in collaboration between Fanatics and STAHLS’ DFC.”

He adds that this won’t be the last time people see STAHLS’ doing a similar activation. “If there’s a professional sporting event happening, there’s a strong chance STAHLS’ is involved in some capacity,” he says. “What we executed at the MLB All-Star Game wasn’t a one-off—we’re using our Fulfill Engine platform to enable this kind of flexible, on-demand customization for brands across all markets.”

Note:
STAHLS’ partnership for the MLB All-Star Game was with the Atlanta Braves, who hosted the event. STAHLS’ operates under a sublicense with Fanatics for customization, including access to logos, fonts, sizes, and color standards. This event was powered by the STAHLS’ Fulfill Engine, a scalable platform enabling brands to offer real-time personalization and take advantage of “market moments” — not just in sports, but in retail activations of all kinds.