Fanatics: The Vertical Empire Disrupting the Sports Merchandise Industry
In the modern era of sports consumption, the roar of the crowd is matched only by the rustle of polyester jerseys. At the center of this multibillion-dollar commercial ecosystem stands Fanatics. Founded in 1995 by Alan Trager (and later scaled by Michael Rubin), Fanatics has evolved from a small online retailer into a global “vertically integrated”…