FORTUNE: How Fanatics Scored on LeBron James (and Why It's Winning in Sports Retail)

Company: AllCompany: Fanatics Commerce
Written By Amy Ellis
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In late June, as the basketball world waited with bated breath for word of where superstar and free agent LeBron James would play next year, online licensed sports merchandise retailer Fanatics was busy making jerseys. Would the former Cleveland Cavalier choose the Los Angeles Lakers or the Philadelphia 76ers?

Amy Ellis
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