THE NEW YORK TIMES: Fanatics, Maker of Sports Apparel, Thrives by Seizing the Moment

Company: AllCompany: Fanatics Commerce
Written By Amy Ellis

This fall, as some of the N.F.L.’s corporate partners fretted about the league’s handling of its players kneeling during the national anthem, the sports merchandise company Fanatics pounced.

When Alejandro Villanueva, a Pittsburgh Steelers offensive lineman, stood for the anthem and the rest of the team stayed in the locker room, his name began trending on Twitter. Fanatics quickly posted a rendering of his No. 78 jersey on its website and on the N.F.L.’s online shop, which it also operates…

Amy Ellis
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