Peter Mendez, who co-owns Long Island, New York-based family-fun Mendez Printing business, uses digital direct-to-garment (DTG) print technology to create graphically unlimited apparel for schools, sports teams, hospitals, businesses, and other organizations in his community. A big soccer fan, he couldn’t help but notice the role of championship merchandise in major events like the recent World Cup.
“We’ve all seen World Series winners, Super Bowl winners, and most recently Argentina hoisting the World Cup in Qatar, and almost like magic, the winner brandishes custom-printed garments after their victory,” said Mendez. “On-demand DTG printing offers the speed and versatility to take full advantage of this opportunity, both on and off the field. You don’t need to order minimum quantities. The next World Cup will be here, and the final game played at MetLife Stadium—in New Jersey, a mere 33 miles from our shop. Just imagine the simple logistics of having gear for the competing teams printed on fanwear and fashion with sustainable, industry-best digital capabilities right here in the area, with virtually no shipping and delivery time.”
Flag for the play
Millions of fans worldwide share the joy of winning and celebrate every team with brand new gear. As an extension of the team, a diehard fanbase wants to celebrate the wins, and support their team in any way possible—especially through sports apparel. That’s why, practically overnight, vendors both online and brick-and-mortar stock their shelves with championship merch, often at premium prices, and delivering premium revenues for teams and licensed apparel providers.
And yet, the slow mechanics involved in producing and shipping that inventory via traditional means—screen printing, dye sublimation, embroidery, vinyl transfer, and the like—has long necessitated overproduction. This is one circumstance where “be prepared” means “generate far more than you need, because you won’t know who wins until it’s too late.”
An article published in the Los Angeles Times shortly before the last Super Bowl discussed this phenomenon at length, noting the “conundrum” of sports retailers who at that time held two contrasting inventories of caps, T-shirts, sweatshirts, and face masks alternately celebrating the “Super Bowl LVI Champion Los Angeles Rams” and “Super Bowl LVI Champion Cincinnati Bengals,” awaiting the big game to decide the true winner.
According to one L.A. retail clerk cited in the piece, “demand for Rams gear had been low all year, so an uptick in interest after their NFC championship win caught the store off guard.” Meanwhile, they cited a web-based licensed apparel decorate who noted that “Bengals gear has been outselling the Rams 4 to 1.”
So when the LA Rams became Super Bowl Champions on Feb. 13, 2022, and companies like Good360 began shipping “Super Bowl Champion Cincinnati Bengals” gear shortly thereafter, it became an awkward example of out-of-touch memorabilia finding its way into collectors’ hands. And every big game yields the same pile of “Dewey Defeats Truman”-type curios, to be written off at considerable cost to producers.
Replay of the game delayed
Surely an apparel industry that’s spent recent years fighting charges of waste, ecological harm, “greenwashing,” the downsides of “fast fashion,” and other byproducts of overproduction can do better than knowingly creating more piles of goods than will ever be needed and labeling one of those piles “tax write-off.” If producers aren’t moving beyond that business model for environmental reasons, then it’s worth considering for better profit margins, better customer experiences, and creating a proven pathway to operational growth.
It’s good to kick!
The state of on-demand digital apparel printing has long since matched the quality, durability, and brand standards of today’s major apparel retailers and sports teams, and as Mendez suggested, it can fulfill demand in a fraction of the time compared to other production mechanisms. With a single step, companies can have ready-to-wear apparel without limitations of color or graphic design, applied to any number of cotton, polyester, blends, or other materials in mere minutes, to produce only what they can sell, or, in most cases, produce only the winning team’s championship gear. There’s no setup time; simply render an image on a screen, and the DTG system renders it on the garment, so costs are low and margins are robust, whether the production run is 1 or 1,000 pieces.
Some of the most sophisticated systems allow you to replicate dye sublimation or vinyl transfer as well as screen and embroidery. It’s the perfect solution for streamlining operations and enabling long-term growth.
Innovative workflow technology offers transparency and accountability throughout the entire production process. It also ensures consistency and quality across production lines and systems. Whether a company is creating on-demand sportswear and fan gear in Los Angeles, Buenos Aires, Paris, Tel Aviv, or Tokyo—or all of the above—digital offers consistency and reliability. Digital can make a company the preferred provider of new sports apparel.
Make your mark as an apparel icon
Companies can capture and capitalise on the moments with digital on-demand apparel and fashion production. It can be used for championship tournaments such as the Super Bowl or March Madness or other performances that are worth remembrance. A team’s starting pitcher throws a no-hitter? A favorite NBA player establishes a new point record for his team. Imagine capturing the perfect Hail Mary pass in just seconds. A photorealistic image taken from the game with all score information and other pertinent details can be printed on T-shirts and made available on your ecommerce site in a matter of hours.
You can let the customers create it. Let me conclude.
Companies have the ability to commemorate big sporting events and allow fans to personalize their clothing with digital on-demand printing. This can be personalized, captured a moment or more. The only limit is their imagination, and wearing it is a winning feeling, no matter who’s playing.
Don Whaley, Vice President Marketing, Kornit Digital Americas is a global provider of digital apparel, sustainable fashion and other textile production technologies.