Industry News
Crewe Alexander FC launch kit with 3D-printed mini captain
C
rewe Alexandra F.C. has taken a novel approach to unveiling its 2026/27 home kit, using full-colour 3D printing technology to create a miniature version of club captain Mickey Demetriou.
Working alongside official printer partner and Mimaki distributor, Hybrid Services, the League Two club transformed its traditional kit launch into a creative marketing campaign centred around a 20cm-tall replica of its skipper. The idea originated from Crewe Alexandra’s head of commercial, James Beckett, who was keen to showcase the partnership in an authentic and engaging way.
He said: “We’re constantly amazed at the capabilities of the various Mimaki technologies, and ever since we first
Happy returns for BPMA Conference
P
romotional merchandise professionals gathered in their masses last month as they readied for the BPMA conference.
June 17 saw the return of the show with a fresh new look and renewed energy, this year held at Fawsley Hall, Daventry. Delegates had the opportunity to tailor their experience through a series of breakout sessions covering some of the industry’s most pressing topics. Discussions ranged from AI for promotional merchandisers and EUDR compliance to managing Gen Z employees, digital product passports and creating menopause-inclusive workplaces. New supplier and distributor forums also encouraged members to help shape BPMA priorities for 2027 and beyond. Phil Goodman said: “The quality of the speakers, content and inspiration was exceptional, and the response from all delegates has been tremendous. We have raised the bar on what to expect from the BPMA Annual Conference, and we are already looking ahead to next year.”
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saw the full colour 3D printer in action, we had an idea to somehow include it in a big production for the club.”
Mr Demetriou was scanned using an Artec Leo 3D Scanner supplied by Europac 3D before the data was processed and produced on Hybrid Services’ Mimaki 3DUJ-2207 printer. Capable of reproducing more than 10 million colours, the system captured intricate details of the new Puma kit and realistic skin tones.
The resulting “Mini Mickey” featured prominently in the club’s launch video, which attracted almost 40,000 Instagram views. Mr Beckett concluded: “Kit launches are always popular with our fans on social media, but this one has done incredibly well. No pun intended, but the 3D print from the Mimaki added another dimension to it, making it all the more intriguing and memorable.”
Crewe captain Mickey Demetriou with a 3D-printed miniature likeness.
New product marketing manager for CMYUK C
MYUK Group has strengthened its marketing capabilities with the appointment product marketing
manager.
Based at the company’s Shrewsbury headquarters, Helen Beresford Jay joins from Contra Vision, where she most recently served as head of marketing. Bringing more than 20 years of experience, she has built an extensive background spanning B2B marketing, product launches, sales enablement, distributor support and campaign delivery. Reporting to group marketing director Sarah Neate, Ms Beresford Jay will support integrated marketing activity across the CMYUK Group, including distributor partner programmes and exhibitions, as the business continues to expand across the UK, Europe and international markets.
Her previous role saw her work across the UK, North America, Europe and APAC, developing regional marketing strategies, global campaigns, technical content and international trade show programmes. With experience in wide-format print,
Helen Beresford Jay
signage, graphic design and sales, she also brings a strong understanding of the sectors served by the business. Sarah Neate said: “I am delighted to welcome Helen to the marketing team. She brings a valuable combination of strategic marketing experience, product knowledge and hands-on industry understanding.
“As the CMYUK Group continues to extend its global reach, her experience of working with international markets and distributors will be a tremendous asset to the team.”
Commenting on her appointment, Ms Bereford Jay added: “I am looking forward to getting started and being part of this dynamic business.”
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