Fanatics
Founded in its current form in 2011 by Michael Rubin, Fanatics has become a leading retailer of officially licensed sportswear, holding exclusive partnerships with the NFL, NBA, MLB, and NHL. The company’s Fanatics Branded division produces team-specific merchandise, while its e-commerce platform offers limited-edition drops tied to major events like the NBA Finals and the Super Bowl. Fanatics operates flagship stores at venues such as the Dallas Cowboys’ AT&T Stadium and the Miami Heat’s FTX Arena, solidifying its presence in both digital and physical retail. Fanatics’ exclusive licensing agreements allow it to release unique collaborations. These drops often feature player-inspired designs and game-day colorways, attracting collectors who seek authentic, event-specific gear. Complex covers Fanatics’ role in merging sports fandom with sneaker culture through in-depth features on these exclusive releases and their impact on the sports merchandise market.
Latest Stories
FIFA World Cup 2026: Fanatics Sportsbook Projects Americans Will Bet More on USMNT Games
A new survey shows that excitement for the World Cup is running high among Americans.
Fanatics Markets Set To Make A Huge Splash During 2026 World Cup
The prediction market platform is introducing new products for the biggest soccer tournament on Earth.
Jalen Brunson and Josh Hart Are Bringing 'Roommates Show' Podcast to Fanatics Fest NYC: What to Know
Aaron Judge of the Yankees will join the Knicks duo for a special live taping.
A History of Mitchell & Ness, the King of Throwback Jerseys
From its origins in Philadelphia to its latest collaboration with Supreme, this is how the brand has maintained its status in throwback sports gear.
FIFA and Fanatics Expand Partnership to Include Exclusive Collectibles Agreement
The two organizations are set to collaborate on trading cards, stickers, and trading card games, set to roll out in 2031.
Fanatics to Bring 'World-Class Retail Experience' to NFL With New Partnership
Fanatics and the NFL are expanding their collaborative relationship.
Complex x Fanatics x WWE WrestleMania Collection: How to Buy
The Complex x Fanatics x WWE Wrestlemania Collection channels wrestling’s most iconic era, blending classic moments and graphics into modern streetwear.
Yungblud and WWE WrestleMania's Collab Merch: How to Buy
Ahead of WrestleMania 42, WWE WrestleMania has teamed up with Yungblud for two new t-shirts.
Complex and Fanatics Partner for Complex Bets: Everything You Need to Know
Complex and Fanatics have created a new sports betting and trading content platform. Here’s what you need to know.
First Fanatics Flag Football Classic Crosses Over 300 Million Views
The event was aired on Fox's broadcast and social channels along with the official Fanatics social media accounts.
Livvy Dunne Joined by 9 Doubles of Herself in New Fanatics Sportsbook Campaign Video
"What's better than one? 10," Dunne says in the newly released spot.
Fanatics Flag Football Classic With Tom Brady Moves to Los Angeles
Other athletic stars have been announced for the event, including Jalen Hurts, Sean Payton, Kyle Shanahan, and Robert Saleh.
Tom Brady Calls Logan Paul a ‘B*tch’ Ahead of Fanatics Flag Football Classic
Tom Brady and Logan Paul traded trash talk before facing off in the Fanatics Flag Football Classic.
Fanatics, Complex Announce World Baseball Classic Collab f/ Capsules by UNDEFEATED and Born X Raised
The collection takes inspiration from teams including USA, Mexico, Puerto Rico, Japan, and the Dominican Republic.
Fanatics Games Set to Return for Fanatics Fest 2026 With Tom Brady, More
This year’s edition features a $2 million total prize pool.
Travis Scott Broke a Sign During a Performance at a Super Bowl LX Party
It happened during "SICKO MODE."
Cardi B, SZA, and More to Perform at Michael Rubin's Fanatics Super Bowl Party (UPDATE)
The last time Cardi B performed at the Fanatics Super Bowl Party, the New England Patriots won.
Complex x WWE x Fanatics Royal Rumble Collection: How to Buy
The exclusive collection features Stone Cold Steve Austin, Asuka, Penta, and more WWE legends.