Fanatics
Overview
Fanatics is the world’s preeminent sports merchandise brand, with close to 100 million customers worldwide. Fanatics Collectibles is the company’s $10 billion sports card business.
Services
Website
ripped.topps.com
Brief
After spending $500 million to acquire Topps, the number one maker of sports cards, Fanatics came to LHC with a mandate: “10x cards.” Company leadership believed that the collectibles market, traditionally the realm of hobbyists, could reach a significantly larger audience. LHC was tasked with figuring out how to make cards and other collectibles interesting and accessible to entirely new cohorts of customers.
Working with Lighthouse was a game-changer. We came to them with just an idea—and they delivered a full brand identity that perfectly captured who we are and where we’re going. From the logo and messaging to the tone of voice and visual system, they nailed it. Working with Lighthouse has been integral to our success.
Kevin Kosanovich
Director of content production, topps ripped
400k
Monthly Uniques
1-year post-launch
6,000
Monthly Conversions
SHOPPERS ON FANATICS.COM
200+
Monthly Articles
HOW TO COLLECT, CARDS & CULTURE
1:09
Avg Time on Site
ENGAGEMENT
We saw an opportunity to capitalize on the acquisition momentum and brand expansion by creating a marketing-led alternative to Topps’s legacy Magento e-commerce platform. We pitched an entirely new owned media property, one that would live outside the traditional Topps/Fanatics brand. By reimagining the brand strategy and visuals, and launching a new website built in WordPress, we could empower Fanatics to work more nimbly in building campaigns and prompting events, while attracting new demographics of collectors.
Enter Ripped, a Topps sub-brand created wholly from scratch, and the definitive resource for card collectors. The LHC team worked with Fanatics to build the brand, starting with strategy, branding, and design, and continuing on with web development, content and video creation, social assets, and ongoing content and dev support. The result is a comprehensive hub with everything you’d ever want to know about card collecting.
Team
Yanina Ostrovsky Account Lead
Sam Slaughter Creative Director
Rich Tong Art Director
Francesco Saviano Producer
Marika Hacking Editor
Kenzo Nakawatase Copy
Jon Mercuri Design
Jim Ford Development
Ambar Shrivastava Technical Lead
Zac Boswell Identity Design