SPORTICO: Fanatics ‘Hype Drop’ Strategy is Scoring First-Time Customers

Fanatics is expanding its work with fashion designer Todd Snyder to include NHL apparel, the latest deal in a strategy that the company says is bringing new buyers to its empire of licensed sports apparel.

Under these “hype drops,” Fanatics partners with outside companies—luxury designers, streetwear brands, celebrities and others—to pair their products with official sports logos and help sell them in official team stores. The company said 20% of people who have bought items from these hype drops in the past year have been first-time Fanatics purchasers…