From its origins in Philadelphia to its latest collaboration with Supreme, this is how the brand has maintained its status in throwback sports gear.
Mike DeStefanoFanatics
Founded in its current form in 2011 by Michael Rubin, Fanatics has become a leading retailer of officially licensed sportswear, holding exclusive partnerships with the NFL, NBA, MLB, and NHL. The company’s Fanatics Branded division produces team-specific merchandise, while its e-commerce platform offers limited-edition drops tied to major events like the NBA Finals and the Super Bowl. Fanatics operates flagship stores at venues such as the Dallas Cowboys’ AT&T Stadium and the Miami Heat’s FTX Arena, solidifying its presence in both digital and physical retail. Fanatics’ exclusive licensing agreements allow it to release unique collaborations. These drops often feature player-inspired designs and game-day colorways, attracting collectors who seek authentic, event-specific gear. Complex covers Fanatics’ role in merging sports fandom with sneaker culture through in-depth features on these exclusive releases and their impact on the sports merchandise market.
Featured
Complex and Fanatics have created a new sports betting and trading content platform. Here’s what you need to know.
Matt Burke
Wear it as a fashion statement or to root for your team, it's your choice.
Shinnie Park
A timeline of Travis Scott's collaborations, including Nike, McDonald's, Dior, WWE, and many more.
Mike DeStefanoLatest Stories
Complex Bets Expands Programming Slate With New Original Shows
The expanded slate combines Complex’s cultural storytelling and Fanatics Markets data and insights to deliver original programming, interactive fan participation formats, and a dedicated sports trading content vertical.
Matt Burke8 days ago
Luke Wilson Is The Moderator For Fanatics’ New ‘Town Hall’ NFL Campaign
The actor chats with Complex about Fanatics and the upcoming NFL season, being a Cowboys fan, his role as ‘Mitch’ in Old School, and much more.
Matt Burke15 days ago
Texans’ Rivalries Uniform is for H-Town, by H-Town
With 8 more teams unveiling Rivalries Uniforms this season, the Houston Texans’ threads stand out for all the right reasons.
Gabriel Santiago 17 days ago
NFL & Nike Reveal 2026 Rivalries Uniforms
The second year of the program celebrates the storied franchises of the NFC North and AFC South.
Gabriel Santiago 17 days ago
Exclusive: All 32 Disney x Champion NFL Team Pairings Revealed
An exclusive look at the collaboration between Disney, the NFL, Champion and Fanatics, bringing all 32 team-character pairings to fans, starting Monday (as part of Disney and ESPN’s “Year of the Super Bowl”).
Gabriel Santiago 18 days ago
Advertisement
Fanatics Launches ‘The Locker Room’
Fanatics new documentary short features NFL legends like Tom Brady welcoming rookies to the league.
Gabriel Santiago 29 days ago
Cam Skattebo Injury Update: Will Giants RB Play Week 1?
Skattebo suffered a season-ending injury in Week 8 of last season. Will he be good to go for the 2026-27 regular season?
Matt Burke38 days ago
ESPN & Fanatics Studios Announce Second Edition of Fanatics Fest: All Access
Fanatics Fest: All Access premieres on August 4 at 7 p.m. on ESPN and on the ESPN App.
Gabriel Santiago 38 days ago
WWE x Ken Carson Collection: Available Now on Complex
The 14-piece collection of graphic tees, hoodies and more is now available on Complex.
Complex Staff42 days ago
WWE SummerSlam 2026 Collection: Now Available on Complex
The official Complex and Fanatics SummerSlam 2026 Collection taps WWE's hardcore past, with prices from $45 to $100 on Complex Shop.
Oruny Choi43 days ago
Advertisement
LeBron James Breaks Shohei Ohtani Record as Philadelphia 76ers Jersey Sells Out in 48hrs
Is no record safe from the King?
Will Lavin44 days ago
Lululemon, Fanatics and MLB Launch First League-Wide Collection Covering All 30 Teams
The 'Home Stretch' line spans men’s and women’s performance and lifestyle apparel.
Trey Alston49 days ago
Viral ‘We’re Still Wearing It’ Fanatics Messi Campaign Makes Waves Worldwide
The new Fanatics campaign for Lionel Messi has made its way around the globe, as fans from all nations show their love for the Argentinian star.
Jeff Smith49 days ago
Chase B Launches Maximal 2.0 Headwear Collection at Fanatics Fest
The limited-edition collection reimagines traditional MLB caps with a Chase B-designed twist.
Jaelani Turner-Williams53 days ago
Trae Young Tries (and Fails) to Rip Jalen Brunson Jersey at Fanatics Fest
The Wizards guard kept his long-running feud with the Knicks alive during his WWE-style entrance at Fanatics Fest, though his attempt to tear a Jalen Brunson jersey fell short.
Mark Elibert55 days ago
Advertisement
Jay-Z Links Up With LeBron James and Tom Brady at Fanatics Fest NYC
The trio posed together at Fanatics Fest, where fans also got a first look at the highly anticipated KAWS x MLB collaboration before its Complex launch.
Mark Elibert56 days ago
LeBron James on Impact 'Big Brother' Jay-Z Has Had on Him: 'One of My Biggest Inspirations'
The four-time NBA champ first met HOV when he was just 16 years old.
Trace William Cowen56 days ago
LeBron James 'Looking Forward' to What's Next After Lakers Exit: 'This Guy Said Come to the Yankees'
LeBron made clear, however, that fans and haters alike are welcome to join him for the next chapter.
Trace William Cowen57 days ago