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  • November 2018 (Revised June 2019)
  • Case

Michael Rubin and Fanatics (A)

By: Robert F. Higgins and John Masko
In 2016, Michael Rubin’s Fanatics was the U.S.’ largest sports e-commerce company and operator of the official online store for all the major American sports leagues. That year, Fanatics began to dabble in manufacturing licensed sports merchandise, securing limited... View Details
Keywords: Fanatics; Licensed Merchandise; E-commerce; Entrepreneurship; Strategy; Organizational Change and Adaptation; Sports; Apparel and Accessories Industry; Retail Industry; Manufacturing Industry; United States
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  • June 2019
  • Teaching Note

Michael Rubin and Fanatics (A) and (B)

By: Robert F. Higgins and John Masko
Teaching Note for HBS Nos. 819-077 and 819-082. View Details
Keywords: Fanatics; Licensed Merchandise; Sports; Internet and the Web; Vertical Integration; Expansion; Strategy; Sports Industry; Apparel and Accessories Industry; United States
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  • December 2018
  • Supplement

Michael Rubin and Fanatics (B)

By: Robert F. Higgins and John Masko
Supplements the (A) Case. View Details
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  • November 2018 (Revised April 2019)
  • Case

Nike: Changing the Sneakers Game

By: Anita Elberse, Bryce Aiken and Howard Johnson
“Our goal is to be the kind of start-up that would terrify Nike—if Nike didn’t already own us.” Ron Faris, general manager of S23NYC, a Manhattan-based digital studio owned by sports apparel giant Nike, is on the phone with Adam Sussman, Nike’s chief digital officer.... View Details
Keywords: Digital Technology; Apparel; Fashion; Superstar; Innovation; General Management; Mobile and Wireless Technology; Strategy; Marketing Strategy; Innovation and Invention; Management; Sports; Entertainment; Digital Strategy; Apparel and Accessories Industry
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  • 14 Jul 2014
  • Research & Ideas

Pay Attention To Your ‘Extreme Consumers’

four Porsches in the garage and who join online brand communities to share in their love for the brand. When Porsche tried to appeal to female consumers with its Porsche Cayenne SUV, these fanatics howled in protest about the "feminizing"... View Details
Keywords: by Michael Blanding
  • 30 Nov 2016
  • What Do You Think?

How Do Leaders Manage the Tension Between Pride and Arrogance?

consequences when organizations cross the line between pride and arrogance can be substantial. Just ask leaders like the erstwhile CEO of Lululemon—a company with a well-timed dedication to fitness with employees fanatical about its... View Details
Keywords: by James Heskett
  • 30 Jan 2019
  • What Do You Think?

Who Will Measure up to These Two Remarkable Leaders?

column challenged readers to come up with nominations of current leaders that we might be recognizing for their similarly remarkable accomplishments 10 or 20 years from now. This prompted Sandeep to ask, “Where are those legends, the View Details
Keywords: by James Heskett; Air Transportation; Financial Services
  • 11 Jan 2016
  • Research & Ideas

Is Group Loyalty a Force for Good or Evil?

much more apt these days to hear about loyalty in the context of problems—loyalty to a country or religion leading to fanatical acts of chauvinism or violence, loyalty to family or friends leading to nepotism and cronyism in government,... View Details
Keywords: by Michael Blanding
  • 06 Mar 2006
  • Research & Ideas

Winners and Losers at the Olympics

cable channels were aimed at ardent fans who wanted live, beginning-to-end, daytime coverage, from cross-country ski races to early rounds of the hockey tournament. And then there were the real fanatic fans and new media aficionados who... View Details
Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports
  • 15 May 2013
  • Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

ourselves). Happy Money provides valuable information not only for pleasure-seeking consumers, but also for companies looking to increase the happiness of both employees and customers. The following excerpt describes how the power of limited access led to View Details
Keywords: Re: Michael I. Norton
  • 30 Apr 2019
  • First Look

New Research and Ideas, April 30, 2019

to strengthen its connection with the most fanatical of its fans—the sneakerheads—and “bring back the fun and emotion of buying,” as Sussman put it. Is Nike on the right path with its digital strategy and, in particular, with how it seeks... View Details
Keywords: Dina Gerdeman

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