Fanatics has seen a 60% increase in Team USA merchandise sales in the three weeks leading up to the Opening Ceremony for the Pyeongchang Games versus the same period four years ago for the Sochi Games. U.S. Hockey merchandise is the top-selling sport even though NHL players are not participating in the Olympics this year. Fanatics co-President of Direct-To-Consumer Business Jack Boyle said, “The enthusiasm for hockey we’ve actually seen grow as it has gone from pros back to the amateurs. We feel really good about the way we’re positioned in the product and frankly we’re seeing that the fans and the country are supporting this hockey team even greater than in the past.” The demand for Team USA Curling gear also is high, as it boasts the top-selling T-shirt and sweatshirt/fleece. “I can’t put myself in the position of each fan and why it becomes a best seller other than the fact that it really shows the breadth of our overall assortment and the fact that it’s such a unique … sport that’s appealing to the fan,” Boyle said. Sales of women’s Team USA apparel are also seeing success, with numbers up 45% in January compared to December. Other top selling products include Team USA color mittens, hoodie-footie pajamas, knit beanies and a men's Nike Lab Blue Team USA 2018 Olympics jacket. “We’ve doubled down on Team USA product,” said Boyle. “By doubling down we’ve been able to expand the assortment quite a bit.” He added, “If you look at the assortment, there is more women’s product, there’s more accessories like a watch. We have a good, better, best strategy. Everything from T-shirts to jackets that cost over $300. Instead of this just being a T-shirt and fleece business we’ve really been able to go out and innovate and expand the overall assortment.” Fanatics has sold Team USA merchandise to 80 different countries in the leadup to this year’s Games.
IF YOU BUILD IT: Fanatics this year partnered with the USOC for the first time and opened the company’s first Olympics-related brick and mortar store, located in Rockefeller Center. The store opened right before Christmas and will run through the conclusion of the Games. Boyle said, “We’re really excited about the results we are seeing there and the tie-in to our e-commerce business, giving it a real omni-channel approach.” He added, “We’ll see the business peak over the next two weeks in that store as the Olympics take place. We have an incredible cross section of customers that have visited that store and bought from that store not only across the U.S. but also a significant foreign tourist base as well.” Fanatics does not have a brick and mortar store in Pyeongchang, as the USOC handles that in house.
Team USA Merchandise
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