DANIA BEACH FLA. (WSVN). Immediately after the Super Bowl ended, a South Florida printing company started packing up and shipping Super Bowl merchandise.
Sunday’s long-awaited showdown between the Kansas City Chiefs and the Philadelphia Eagles may be over, but for the staff at Atlas Embroidery and Screen Printing in Dania Beach, their night was just getting started.
“I’ll get a phone call that says, ‘Roll them,’” said Adam Cohen, Atlas Embroidery’s executive vice president..
That’s because Atlas Embroidery, a production partner of Fanatics, is one of the businesses making the official Super Bowl championship shirts.
“It’s a mini Super Bowl, yeah. It’s a good shot in the arm for us, absolutely,” said Cohen.
They’re used to covering big events.
“Stanley Cup playoffs or Stanley Cup champions merchandise, NBA playoffs, NBA champs, Super Bowl, obviously, and [Major League Baseball] World Series,” said Cohen. “Four times a year, we set up for all the major championships, and then all year long we’ll run regular merchandising for major retailers, also for Fanatics.”
The Chiefs won the Super Bowl with just eight seconds remaining.
20 employees will work through the early hours of Monday and Tuesday to deliver the first boxes to retailers.
The staff will continue their non-stop work throughout the week.
“It’s old-school screen printing, each color on the garment, printed on the garment, is an individual screen on one of these presses that you see behind me,” said Cohen. “They go around in the carousel format, the first colors laid down through the seventh, eighth or ninth, depending on how many are on these graphics. We heat them in the oven just to my left. Then they’re ready to be sold. We have all the NFL holograms to prove they’re official Fanatics licensed merchandise, and at the end of the dryer, after they’re dry, they come through, there’s a hologram put on them, and then they’ll be ticketed, tagged, bagged, labeled and set for retail.”
Cohen claimed that Fanatics and the league selected the design.
“They send us the merchandise, they tell us what to do, and our job is to get it done on time,” he said.
Atlas Embroidery will produce tens to thousands of these shirts in the coming days.
“It’s nice to be in the middle of something so high-profile, obviously,” said Cohen. “For the employees, it’s good, lots of extra overtime plus, I guess, some pride with running something so important.”
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