FAST COMPANY: Fanatics Wants to Mix Content and Commerce with a New Live-Shopping App
Global sports retail and e-commerce giant Fanatics has officially launched Fanatics Live, a new live-shopping platform that is basically a 21st-century Home Shopping Network for sports collectibles and merchandise.
The new platform mixes creator content, sports, and media partnerships with live shopping—all in an app. Starting today, Fanatics Live is available in North America on Apple devices, with web and Android support coming later this year. The content will initially feature trading card “breaks,” limited-edition merchandise and collectibles drops, and on-location streams featuring high-profile athletes and entertainers.
Fanatics hired former Snap and Google executive Nick Bell in February to lead the new business division. At the time, Bell told Fast Company that he saw an opportunity to re-create old-school hobby-shop communities in an online environment…