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Foot Locker Expands Ecommerce Reach With Fanatics Partnership

Foot Locker Expands Ecommerce Reach With Fanatics Partnership
Photo courtesy of Foot Locker

Foot Locker and Fanatics have partnered to connect their ecommerce inventories by allowing Foot Locker fulfill its online orders through the digital sports platform. The deal follows the June appointment of Neil Bansal as Foot Locker’s first EVP and Chief Strategy and Transformation Officer as the retailer looks to bolster its digital strategy.

Foot Locker shoppers will gain access to a larger selection of officially licensed merchandise from leagues including the NFL, NBA, MLB, NHL, WNBA and NCAA through Fanatics’ platform. Customers will be able to shop these goods through footlocker.com, kidsfootlocker.com and champssports.com.

Offerings include apparel, jerseys, headwear and hardgoods from brands including Fanatics, Nike, Adidas, Mitchell & Ness, New Era, Pro Standard and WEAR by Erin Andrews. The deal also includes Fanatics’ extension of its hot market and championship collections, with products reflecting some of the most profound moments in sports.

“We are excited to partner with Fanatics as we continue to enrich our assortment, provide more choice to our consumer and enhance our omnichannel positioning,” said Andrew Gray, EVP of Global Lockers and Champs Sports at Foot Locker in a statement. “Pairing Foot Locker’s leadership in sneaker culture with the sports fan and assortment power of Fanatics is a natural fit. Bringing together these two dynamic forces will drive and serve sport and sneaker culture in exciting ways.”

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“Fanatics is thrilled to partner with Foot Locker and bring a broad, tailored assortment from its leading product catalogue to online shoppers,” said Jack Boyle, Fanatics Commerce Global Co-President for Direct-to-Consumer in a statement. “Foot Locker, Kids Foot Locker and Champs Sports are trusted, respected consumer brands and we’re delighted to now offer Fanatics’ customers an incredible selection of quality fan gear for all members of the family.” 

While Foot Locker and Fanatics fortify their digital offerings, Lids is building its brick-and-mortar presence, opening its first store in Australia with a strong NBA focus. The growth at Lids also expands Fanatics’ global reach, as the platform is an investor in the retailer and operates the NBA’s online store.

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