RECODE: This under-the-radar e-commerce giant is the NBA’s new best friend

When the National Basketball Association opened its new flagship store in New York City less than two years ago, it picked a low-profile e-commerce brand called Fanatics to run it.

And when the NBA announced a new partner this year to design and sell its player replica jerseys online, Fanatics was the partner it chose.

What started as a business inside GSI Commerce has come a long way from its first sports e-commerce deal in 2002 with Nascar.