Sports commerce platform Fanatics is entering into a long-term partnership with Nike to manufacture college sports fan apparel.
The partnership will involve collaboration with the Fanatics College division, which already partners with most of the Nike-sponsored colleges and universities. Manufacturing is set to begin in summer 2024, according to sources.
Fanatics said in a statement from Fanatics Commerce CEO Doug Mack saying that it is “excited to maximize the value of Nike’s college partnerships,” but declined further comment.
Nike said in a statement it is making a strategic shift in how it serves NCAA university partners, and extending its licensing relationships with Fanatics and Branded Custom Sportswear, another collegiate partner.
Nike has some of the largest contracts with top college sports programs to outfit their school teams, worth millions of dollars. According to the Sports Business Journal, Nike and its Jordan Brand outfitted 48 teams in the most recent NCAA basketball tourney, its highest total ever.
It also outfits more than half of the Division I football programs.