OAKLAND – July 22, 2020 – NFL star running back Marshawn Lynch and Fanatics, the global leader for officially licensed sports merchandise, today announced an exclusive, multi-year partnership that will see Fanatics operate a new and improved online and mobile shopping experience for Lynch’s BEAST MODEâ apparel company. This deal marks the first time Fanatics will power a branded e-commerce business for an athlete, celebrity or influencer.
BEAST MODE apparel was officially launched by Lynch during the 2014/2015 NFL season, with record-setting sales during the Seahawks’ Superbowl XLIX appearance in Phoenix. Sales of the collection again skyrocketed in late 2019, following Lynch ending his retirement in a surprise late-season return to the Seahawks.
“Being the first athlete to have this deal with Fanatics is dope. I’m hella honored to be part of their family,” said Lynch. “They’re the best in the biz when it comes to online shopping in this category, and this partnership gives fans around the world the ability to proudly rep the BEAST MODE brand and gear.”
The deal is highlighted by an enhanced online and mobile platform, www.beastmodeonline.com, which is currently live and can be accessed by fans worldwide. The new state-of-art destination will provide Lynch’s global fans with a seamless, secure shopping experience whether on phone, desktop or tablet, featuring access to a wider assortment of high-quality products, hi-resolution product displays, frictionless checkout and the quickest access to new product offerings.
“This first of its kind partnership with Marshawn is extremely exciting to all of us at Fanatics, and we can’t wait to extend our world-class e-commerce and mobile expertise to further elevate and grow the global BEAST MODE brand and its passionate fan base,” said Jack Boyle, Fanatics co-president, direct-to-consumer.
Fans shopping BEAST MODE will now see an expanded line of designs, including tops, bottoms, hats, underwear and other accessories, as well as limited edition styles to be sold in the future. Lynch also plans to link up other athletes housed under the brand for unique collaborations and collections.
Lynch, a staunch social justice advocate, will also be donating a percentage of sales from every Beast Mode item sold to the Fam1st Family Foundation, which is directed toward assisting in the education and empowerment of underserved youth within Oakland, CA.