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ST. CLAIR SHORES, MICHIGAN (October 19, 2026) – STAHLS’ has entered into a five-year agreement with The University Co-op in Austin to expand its licensed apparel and personalized merchandise program. The partnership combines Hotronix® heat printing equipment, Fan Edition® software and sales kiosks and Fulfill Engine automation technology, decoration products, blank apparel and marketing support.
The program was put to work during the University of Texas home football game against Ohio State on September 12, as ESPN College GameDay brought additional attention to Austin. The University Co-op reported record-breaking sales on Friday and Saturday of that weekend.
“We are excited to partner with STAHLS’ for our Custom Shop this year,” said Olivia Biagi, VP of Merchandising at The University Co-op. “We continue to find ways to enhance the customer experience with personalization for Longhorns, with every penny of profit going right back to UT students.”
“Sports retail moves at the speed of the event,” said Chris Hooks, Director of Sports Licensing at STAHLS’. “This partnership gives the Co-op the products and production tools to respond when fans are ready to buy.”
For the decorated apparel industry, the agreement offers a model for selling licensed merchandise closer to demand. The Co-op can introduce personalized and event-specific products without relying solely on large inventories of finished goods, while drawing on in-store decoration and connected fulfillment to support both daily sales and major sports weekends.
For more information on using Print on Demand technology, visit stahls.com/texas-pr.
STAHLS’ is a long-time member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.
