NFL running back Marshawn Lynch and Fanatics announced an exclusive, multi-year deal that will see Fanatics operate an online and mobile shopping experience for Lynch’s Beast Mode apparel company.
The deal marks the first time Fanatics will power a branded e-commerce business for an athlete, celebrity or influencer.
Beast Mode apparel was launched by Lynch during the 2014/15 NFL season with record sales during the Seahawks Superbowl XLIX appearance in Phoenix, AZ. Sales of the collection again skyrocketed in late 2019, following Lynch’s ending his retirement in a surprise late-season return to the Seahawks.
“Being the first athlete to have this deal with Fanatics is dope. I’m honored to be part of their family,” said Lynch. “They’re the best in the biz when it comes to online shopping in this category, and this partnership gives fans around the world the ability to proudly rep the Beast Mode brand and gear.”
“This first of its kind partnership with Marshawn is extremely exciting to all of us at Fanatics, and we can’t wait to extend our world-class e-commerce and mobile expertise to further elevate and grow the global Beast Mode brand and its passionate fan base,” said Jack Boyle, Fanatics co-president, direct-to-consumer.
Fans shopping Beast Mode will see an expanded line including tops, bottoms, hats, underwear, and other accessories, as well as limited edition pieces. Lynch plans to link up other athletes housed under the brand for collaborations and collections.
Lynch will donate a percentage of sales from every Beast Mode product sold to the Fam1st Family Foundation. Learn more here.
Photo courtesy Beast Mode
