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Two years ago, the NBA partnered with Fanatics to run its New York City flagship store. Earlier this year, the league announced that Fanatics would be the manufacturer and online seller of its NBA replica jerseys, too. The NBA’s choices were prescient: It chose a digital-first company, rather than a traditional retailer with a brick-and-mortar background, to create a new breed of retail experiences and merchandise for fans.

This partnership is one of many ways Fanatics is disrupting the once-sleepy world of sports licensing, the $25 billion global industry of official team merchandise, ranging from hats to jerseys to T-shirts. Fanatics has aggressively expanded its data capabilities to bolster its own e-commerce site and the online shops it powers for the four major sports leagues. It has also brought more manufacturing in-house to allow for the on-demand production capabilities that won it the jersey rights for the NBA, and the NHL, too.

The result is a new type of vertical e-commerce company that is part tech company, part manufacturer, part retailer — with the added bonus of league licensing deals that e-commerce giants like Amazon and Alibaba can’t replicate.

At Code Commerce this fall, Fanatics Executive Chairman Michael Rubin will open up about how the company’s e-commerce roots enabled it to disrupt the licensed-goods industry and build a new and nimble supply chain, capitalizing on tech trends like same-day delivery to meet the needs of professional sport leagues and the modern-day fan.

Rubin will be joined by NBA Commissioner Adam Silver, who will discuss why the league chose Fanatics as the operator of its flagship store and designer of its replica jerseys, how to continue to innovate in the world of licensed goods, and why technology is core to the fan experience.

Silver and Rubin are a part of a powerful commerce lineup that already includes:

• Williams-Sonoma CEO Laura Alber
  
• Blue Apron CEO Matt Salzberg
  
• Star investor Kirsten Green
  
• Bonobos CEO Andy Dunn
  
• BuzzFeed Head of Product Labs Ben Kaufman
  
• The Wirecutter President David Perpich
  

During our two-day event, you’ll hear from these and other entrepreneurs and executives who are disrupting the brick-and-mortar model. You’ll have time to network with your smartest peers and get unparalleled insight to bring back to your own company.

You can still save $200 with our First Mover Registration when you register now.

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		Adam Silver Commissioner, National Basketball Association Adam Silver was unanimously elected NBA commissioner in 2014 by the NBA Board of Governors. As commissioner, he is dedicated to increasing transparency, leading with integrity, and inspiring youth to live healthy lifestyles through basketball.  Silver was ranked No. 1 on Sports Business Journal’s 2016 list of 50 Most Influential People; he has also been named to the Time 100 and Fortune 50 Greatest Leaders lists. He previously served as NBA deputy commissioner and chief operating officer.
		Michael Rubin Executive Chairman, Fanatics; Founder and CEO, Kynetic Co-Owner, Philadelphia 76ers and New Jersey Devils Internet entrepreneur Michael Rubin is the executive chairman of Fanatics, the global leader for licensed sports merchandise.  Powering multichannel commerce for the world’s largest leagues and sports brands, Fanatics is changing the way fans purchase their favorite team apparel.  Rubin has envisioned a new “vertical commerce” model that allows businesses to design their own merchandise and sell it directly to consumers. He is the founder and chief executive officer of Kynetic, a technology company that builds consumer internet businesses.