It is estimated that the sportswear industry is worth approximately $33bn, and counterfeiting is a growing issue, especially during globally renowned events such as the World Cup which has already seen multiple seizure operations of counterfeit merchandise. Connected garments are the future of sportswear.

Innovations in sportwear such as 'smart' numbers and invisible digital triggers which can be scanned with a smart phone. These innovations exist to boost consumer engagement as they have the power to unlock exclusive content such as match day information, quizzes and competitions for fans. They are also used to prove authenticity of the garments.

Michael Colarossi is the vice president of Innovation and Product Line Management for Avery Dennison RBIS. In this role, Michael is responsible for RBIS' portfolio of products and solutions, product line strategies, and technical product innovation. He also leads the division's sustainability, social, and product compliance efforts.

Listen in as we discuss how digital solutions can help brands and consumers, especially from a sustainability point of view, and stop fake merch.