Special Report
Counterfeiting: How can Olympic merchandise be better protected next time?
With the conclusion of Paris 2024 on August 11, Steve Mason, VP/GM of Embelex & Aftermarket, discusses the eff ective ways counterfeiters are being combatted against, and the importance of purchasing authentic merchandise.
T
he Paris 2024 Olympic and Paralympic Games showcased how sporting greatness can unite the world in admiration. Millions of fans celebrated the spirit of the Games by purchasing offi cially licensed Paris 2024 fan gear, proudly supporting their countries and favourite athletes. These items, from graphic T shirts to swimming trunks and hats, allow fans to display their patriotism and feel a part of this global event. Olympics merch is big business. Rio 2016 licensed merchandise sales hit $15.5 million in Brazil alone, while 15 product lines of Tokyo 2020 merchandise sold out on the opening day of online sales. As much as these polo shirts, bags and towels symbolise national pride and unity, unfortunately they are also magnets for counterfeiters.
Counterfeit goods cost EU industries an estimated €16 billion in sales and nearly 200,000 jobs each year, according to the European Union Intellectual Property Offi ce. Sporting apparel and merchandise licensed by major tournaments are an obvious target for the organised criminals behind producing fakes. For instance, during the Rio 2016 Olympics, Brazilian police seized large quantities of fake branded products. And counterfeit Olympics merchandise on sale in Paris, in the run-up to the Games, prompted French police to carry out raids in a high-profi le crackdown on street vendors. The sale of counterfeit products saps
| 40 | September 2024
The fight against counterfeit Olympics merchandise is crucial
– Steve Mason, VP/GM of Embelex & Aftermarket
revenue. It also erodes the trust of sports fans and collectors. So, what’s the best way to beat the counterfeiters who feed off major sporting events like the Olympics?
Technology to protect brands National crime agencies are constantly battling to bring down organised criminals behind counterfeit luxury and sportswear apparel. Manufacturers and retailers are also investing in innovative technologies like smart labels to stamp out counterfeiting. Smart labels embedded with RFID (Radio-Frequency Identifi cation) allow retailers to verify the authenticity of a product with a simple scan of a batch of products, or single items, using a handheld device. Meanwhile QR codes printed on labels, or directly onto fabrics, link to a cloud product platform and can be scanned by consumers using their smartphones. These digitally-enabled labels open a customer-facing app or web page providing detailed information about the
product’s origin, manufacturing process and authenticity.
Smart labels store comprehensive data about each item’s journey from production to sale, ensuring transparency and traceability. This technology is gaining traction across the apparel industry, with leading sportswear brands incorporating smart labels and logos to assure customers of product authenticity and ethical manufacturing practices.
Authenticity and sustainability Generally, sportswear faces an uphill struggle to become more sustainable, with the issue raised in the media during Paris 2024. This is because performance-wear and fan-wear tends to be made from synthetic fabrics like polyester and nylon, which are not yet recyclable at scale.
But with legislation looming and consumers demanding change, sustainable fabrics will be more readily available come the next Olympics – Los Angeles 2028. Sports brands are innovating at pace to develop sustainably sourced and more durable textiles in a bid to cut the carbon footprint of these garments.
Smart labels have a role to play here, too. By providing transparent supply chain information, these technologies enable consumers to make informed choices about the products they purchase. For example, a consumer can verify if a jersey was made using
www.printwearandpromotion.co.uk
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