Impressions - April 2021 - 24

Teams want to upgrade
apparel with higher-end
brands or a brand with
a certain look - and
with sublimation, that's
possible. Photo courtesy of
Adam Lavitola, co-owner
of Clubhouse Athletic and
Campus Ink.

Be the
Team MVP
Follow these tips to be the most valuable shop
when it comes to the team and spiritwear niche.
By James Andres, Contributing Writer

C

raig Mertens, general manager at Digital Arts Solutions,
knows the drill when it comes to servicing the teamsports niche as a decorator. " In the midst of fast-changing
norms and new consumer needs, innovation is your secret weapon,
especially with teams that have been shut down, " he says.
The key to being innovative, though, is knowing exactly what
types of artwork and decoration techniques these sports clients,
coaches, players and fans want to wear.
" You need to match real-time trends; choose from an abundance
of fonts, styles, and vector illustrations; and have a seamless way to
populate your web stores, social-media pages and email campaigns
with teamwear examples that help you stand out, " Mertens says.
For example, Tanya Doyscher, owner and graphic designer at The
Visual Identity Vault, says she has been getting more requests for
custom vinyl or direct-to-film printing.
" With those methods, people can be more individual or not
have to commit to a minimum, " she says. " It's hard with school
being out most of this year already and so many sports on hold or
limited spectators. "
Plus, there has been a lot more demand for online purchases to
be shipped straight to the end buyer.
" This helps cut down on touchpoints in team groups and is more
convenient for coaches and families, " says Josh Ellsworth, senior
vice president, dealer and enterprise sales, Stahls'. " Having a way
P.24

to collect orders and payment online is critical for both team and
spiritwear. "

What Teams Want
Adam Lavitola, co-owner of Clubhouse Athletic and Campus Ink,
changed his approach to selling team and fanwear in 2020. " We had
one goal during COVID-19: loyalty, " he says. " The way we pitched to
our customers changed. We let them know we care and support them
so that when sports truly return, it's like they never left. "
Lavitola created free templates and mockups of sublimated gear
for soccer, basketball and hockey teams that wanted something with
an extra " wow " factor. " Teams want to upgrade their apparel with
higher-end brands or a brand with that 'look' - and with sublimation,
that's possible, " he says.
As vaccinations begin to slow the spread of COVID-19, more sporting events and practices hopefully will resume, presenting opportunities
for you to share robust programs (and more) to coaches, players and
fans. Here's a breakdown of a few options you could consider bundling
for these programs:
1. Coach and staff uniforms: masks; polos or T-shirts; vests or
hoodies; and joggers
2. Gameday uniforms: masks, uniforms, hoodies and socks
3. Travel wear: masks, T-shirts, matching sweat shirts and socks

I M P R E S S I O N S M A G . C O M APRIL 2021

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Impressions - April 2021

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