Sportico: Todd Snyder’s NFL Line Is Latest In Fanatics’ Hype Drop Strategy

Fanatics is partnering with fashion designer Todd Snyder and the NFL on a limited-edition apparel line, the latest in the ubiquitous fan gear company’s series of “Hype Drops” that lean into pop culture to diversify inventory and reach new customers.

Snyder, who leads a prominent New York fashion label, is releasing a line of NFL-branded apparel that will be sold primarily in Fanatics physical and digital shops, according to a statement from Fanatics. Starting with five teams, the series includes cashmere sweaters, fleece and varsity jackets—items that are more luxurious (and higher priced) than the company’s standard offerings. Fanatics and Snyder collaborated on the design and manufacturing, and Fanatics will do the bulk of the distribution and the marketing…