Sports retail platform Fanatics is entering into a long-term partnership with Nike to produce fan gear for college sports. The partnership includes a collaboration with Fanatics’ college division, which already works with most Nike-sponsored colleges and universities. Beginning by mid-2024, Fanatics will produce nearly all Nike fan apparel for many of the sporting goods giant’s most prominent college partners in the U.S. This is the latest step in the company’s quest to become as prominent and indispensable in college sportswear as it is with the professionals. Nike will continue to produce apparel and merchandise for its college team partners, including on-field apparel, while Fanatics will make the fan merchandise that was previously still produced by Nike itself. Retailers would soon be able to obtain their college fan products directly from one source: Fanatics.

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