Enthralled in the LeBron James buzz that is “The Decision,” Widen has been part of the “madness” that follows the announcement of the NBA's marquee free agent to leave the Cleveland Cavaliers for the Miami HEAT.
The Widen digital sampling process and web-based digital asset management technologies allow the adidas Sports Licensed Division (SLD) and retailers of NBA jerseys and apparel to start selling LeBron James hot market products within 12 hours of the decision going public. Sources report that the LeBron James number 6 Miami HEAT jerseys are selling like hotcakes and are expected to produce record numbers within the first week.
The LeBron James jersey samples you see on e-commerce sites like FansEdge.com and ESPNShop.com were digitally created by Widen’s digital sampling premedia production team. This saves the adidas Sports Licensed Division time and costs of photographing the physical product samples and beats the need to mass produce the products before they can be sold. In cases like this where the jerseys and apparel are being marketed and sold within hours of “the decision” going public, Widen’s process and expertise plays a key role in meeting the hot market demands.
Here’s the breakdown of the steps for the LeBron James hot market orders surrounding the special telecast of "The Decision" on ESPN Thursday, July 8 at 9:00 PM Eastern time:
1. Widen received digital sampling orders from the adidas SLD on Thursday 7/8/2010 for all scenarios to James’ decision.
2. Widen prepared digital samples of the blank team jerseys (front and back) for each possibility including the Cleveland Cavaliers, Miami HEAT, New York Knicks, Chicago Bulls, New Jersey Nets and Los Angeles Clippers.
3. Widen digital sampling technicians added the player name (JAMES) and number (6) to the appropriate team blank (Miami HEAT) at 4:00AM CST on 7/9/2010.
4. The final digital samples were added to the adidas SLD Media Collective web-based digital asset management system and images were sent to the customers by 9:00AM CST on 7/9/2010 to be marketed and sold worldwide.
For more information about Widen apparel marketing technology and premedia services, check out the Widen Digital Sampling blog or download the DAM as SaaS 2.0 white paper featuring a Reebok case study.