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How Fanatics is outmaneuvering Amazon: the fan of fans

Shopping at Amazon seems emotionless to me. We can shop where enthusiasm thrives. Who needs creepy customer stalkers when you could have someone make something special for you? 

Quartz: You might not have heard of Fanatics yet—but it’s taking over sports apparel one league at a time, 2019-Apr-25 by Mike Murphy

In the mid-1990s, you probably would not have noticed Fanatics, even if you lived near one of its handful of Florida mall locations. The stores, called Football Fanatics at the time, looked like any other sports memorabilia outfit. But if you’ve purchased any fan apparel online or at a major US sporting event in the past few years, chances are you’ve spent money with the modern Fanatics. Through a combination of technology, partnerships, and manufacturing, the company has muscled its way into the extremely competitive and unpredictable sports-apparel market. Fanatics is now valued at $4.5 billion, and took on a $1 billion investment from Japanese tech giant SoftBank and others in 2017. Most important, it may have found a way to guard its business against the ever-present threat of Amazon.

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