Fanatics is partnering with fashion designer Todd Snyder and the NFL on a limited-edition apparel line, the latest in the ubiquitous fan gear company’s series of “Hype Drops” that lean into pop culture to diversify inventory and reach new customers.
Snyder, who leads a prominent New York fashion label, is releasing a line of NFL-branded apparel that will be sold primarily in Fanatics physical and digital shops, according to a statement from Fanatics. Starting with five teams, the series includes cashmere sweaters, fleece and varsity jackets—items that are more luxurious (and higher priced) than the company’s standard offerings. Fanatics and Snyder collaborated on the design and manufacturing, and Fanatics will do the bulk of the distribution and the marketing.
It’s the latest of what Fanatics calls “Hype Drops,” which place the company at its preferred intersection of sports, celebrity and ecommerce. Fanatics has done similar NFL deals with country singer Darius Rucker and with a clothing line launched by sportscaster Erin Andrews. A college partnership with Travis Scott’s Cactus Jack brand included on-campus merch drops at LSU, Texas and USC featuring the rapper and Fanatics CEO Michael Rubin. There was also a recent Fanatics x NHL x Lululemon collection, which was promoted by hockey stars and their significant others.
These deals bring new audiences and a different type of credibility to Fanatics, which is the largest online seller of licensed sports merchandise. As the company has grown in size, so too has a group of very vocal detractors, many of whom have criticized the quality and design of Fanatics-branded apparel. Hype Drops have widened the company’s assortment of products, particularly into areas like streetwear, fashion and luxury.
A Fanatics rep declined to provide specifics about how the sales will be shared across the company, the NFL and Todd Snyder.
“Hype Drops” are a full circle of sorts for the Fanatics business. The company grew rapidly in its early days by first prioritizing product made by other companies. While that’s still a large part of its business, Fanatics Commerce has more recently emphasized the growth of its own apparel brand, designs and manufacturing. That included the acquisition of exclusive licenses from the major pro leagues, none more prominent than the company’s latest jersey deal with the NHL, the first time the Fanatics flag logo has appeared on the uniforms players wear during games. Now, collaborations with groups like Cactus Jack, Todd Snyder and Lululemon are expanding the selection once again via other people’s products.
Fanatics was valued at $31 billion in its most recent funding round in December 2022. That raise was the fifth that the company closed in a three-year stretch. A potential IPO, a long-stated goal of Rubin’s, has been pushed off as the company expands into new areas like trading cards, sports betting and memorabilia.
The five teams in the Todd Snyder collection are the 49ers, Eagles, Giants, Jets and Chiefs, which have geographical or personal significance. The Giants and Jets play outside New York, where Snyder is based; the Eagles are in Philadelphia, where Rubin has deep ties; and the 49ers and Chiefs played in the most recent Super Bowl.