The Powers That Be: Daily Rubin’s Fanatics Formula
Nov 8, 2025
Michael Rubin, the visionary founder of Fanatics, transforms the sports merchandise landscape through innovative commerce and technology. He reveals how Fanatics has evolved into a comprehensive digital sports platform, blending merchandise, collectibles, and betting. Rubin discusses the power of athlete relationships in enhancing product offerings and execution speed. He shares insights on curating events to foster meaningful connections and hints at an IPO on the horizon, hinting at exciting new verticals to expand Fanatics' ecosystem.
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Reimagining Fan Merchandise Supply
- Michael Rubin saw massive fan demand unmet by legacy licensed-merch systems and built agility into the supply chain to serve fans in real time.
- He uses internet-enabled logistics to deliver team and player gear to fans wherever they are.
Scale Unlocks New Verticals
- Fanatics expanded from one commerce business into three digital sports businesses once customer scale justified it.
- Rubin timed diversification after cumulative customers and capabilities reached a tipping point in 2019.
Learning By Conversation And Travel
- Rubin attributes his cross-community network to conversational learning rather than formal education.
- He travels constantly to meet people and pick up ideas that shape Fanatics and his relationships.