Fanatics

The Challenge: The "Utility Trap"
Fanatics was perceived as a sterile logistics and e-commerce "shipping company." Following major acquisitions (Topps, Mitchell & Ness), the brand faced fragmented identity and a struggle to attract elite NYC talent against "cool" tech giants like Google.

The Insight: The Office as a "Stadium"
The strategy shifted from building a traditional workplace to designing a high-energy venue. By treating the office as a stadium and employees as athletes, they bridged the gap between digital retail and the visceral energy of live sports.

The Solution: Multimodal Design
Using a "Zone-Based" strategy, the new HQ mimics the game-day experience:
Pre-Game (Reception): High-impact entry with digital screens and interactive kiosks.
In-Game (Workstations): High-energy areas using industrial stadium materials.
Post-Game (Lounges): Social spaces modeled after sports bars to build community.
Cultural Hub: Integrated broadcast studios and shared amenities (gyms/locker rooms) to force "cross-pollination" between tech hires and legacy brand teams.

The Results: Cultural Powerhouse
Unified Brand: Integrated diverse teams under one cohesive visual identity.
Brand Gravity: The HQ became a destination for athletes and league commissioners.
Talent Magnet: Successfully repositioned the company as a "cool" tech employer.
Global Blueprint: The NYC design now serves as the standard for all global offices.