August 5, 2026

Avery Dennison 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 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, according to a press release from the company. 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 content management system that leverages AI creation tools. From this portal, Avery Dennison clients can better understand fan and consumer engagement.

This partnership signals a major shift toward omnichannel experiences driven by digital, unlocking value for brands as well as sports and entertainment venues, the company shared in the press release.

Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, said in a press statement: “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, 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 preceding press release was provided by a company unaffiliated with Apparelist. The views expressed within do not directly reflect the thoughts or opinions of the staff of Apparelist.