Group Created with Sketch.
Volume 27 No. 5
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Marlins Partner With Fanatics For More Fluid Retail Experience

The Marlins and Fanatics have partnered on a 10-year retail deal that will significantly extend the availability and assortment of Marlins' merchandise across online, mobile and Marlins' retail locations. The omnichannel retail experience means that whether fans shop in a traditional retail store, through mobile or the web, they will access the same products at the same prices and have a similar experience. The expectation is to create a seamless online and in-venue retail experience while enhancing the Marlins' apparel options. Starting this MLB season, Fanatics and Nike will be providing a significantly expanded selection of authentic collection apparel and fan gear for the team. The products will be readily available across the team's official online store and all Marlins' retail locations, which will be re-imagined as part of the new deal. In addition, joint brand partnership collaborations between Fanatics and the Marlins will bolster the relationship through local grassroots efforts in South Florida. The Marlins are the fourth MLB club for which Fanatics provides omnichannel retail solutions, joining the A's, Giants and Pirates. Fanatics, which was already running e-commerce for the Marlins, will create an omnichannel retail experience for fans, highlighted by the company's vertical, on-demand manufacturing capabilities that will provide an assortment of Marlins' products.

LET'S MAKE A DEAL: The partnership is the latest step in the Marlins' strategy to invest in the customer's journey and enhance the fan experience on numerous fronts. Marlins CRO Adam Jones said, "It is really intended to be collaborative in nature as to how we are going to be looking at retail lines, the creative direction of those lines ... that they are aligned with our brand's vision of authentic Miami and working in tandem to make sure that this is integrated with all of those other elements of our experience." Fanatics President of Business Affairs Gary Gertzog highlighted the timing of the deal with Nike taking over as MLB's official uniform manufacturer. "They're going to have a partner operating in the retail business that is also the manufacturer of a lot of the key items," he said.