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Fanatics will also be able to make and sell “hot market” gear, items produced quickly around events that just happened. .For example, if a surprise player scores four goals in a game, Fanatics can quickly produce and sell a t-shirt referencing the achievement. (In football, an example would be a t-shirt showing New England Patriots receiver Julian Edelman’s acrobatic catch in the Super Bowl last year.) .It will also be able to produce “name and number” products, which are exactly what it sounds like: t-shirts with a specific player’s name and number on the back.

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“When teams are hot, more often than not they’re running out of merchandise,” says Gertzog. .“With our capabilities, we can fill in unexpected demand really quickly. We understand that a lot of demand is unexpected, you don’t know which team will be hot and which players will be hot, so we have to be agile and nimble and ready to move. .And frankly, it’s what the leagues and the major teams expect now.”

Any retailer can be prepared to stock copies of jerseys worn by superstars like New England Patriots QB Tom Brady. .But Fanatics, America’s biggest online sports retailer, was able to respond to the sudden surge in demand for Hayne gear. How? Over the past three years, it’s quietly developed an analytics platform that crunches over 200 variables, including Twitter chatter, online advertising data, and sales stats, to figure out which players will become popular before the public catches on.”.Things happen so fast, so just the ability to react fast on the site and in an automated way” is vital, Matt Madrigal, Fanatics’ chief technology officer, said in an interview just before the start of the NFL season this past Thursday..

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