NFL star running back Marshawn Lynch and Fanatics announced an exclusive, multiyear deal that will make Fanatics the online and mobile operator for Lynch’s Beast Mode apparel company. The partnership is the company’s first branded e-commerce business based around an athlete, celebrity or influencer. Terms of the deal were not announced.
“Being the first athlete to have this deal with Fanatics is dope. I’m hella honored to be part of their family,” the former Seattle Seahawks All-Pro said. “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.”
Beast Mode’s new destination will feature a wider collection of products, a smoother checkout and faster access to new gear. The site will also preview limited edition styles that’ll be sold in the future. Lynch also plans to collaborate with other athletes who will be joining the Beast Mode brand.
In addition, a portion of the proceeds from every item sold will be donated to the Fam1st Foundation, whose mission is to assist in the education and empowerment of under-served youth within Lynch’s hometown of Oakland, Calif. Other Members of Fam1st include two other NFLers from the city: Baltimore Ravens cornerback Marcus Peters and free agent quarterback Josh Johnson.
“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,” Jack Boyle, Fanatics co-president of direct-to-consumer said.
Lynch’s Beast Mode apparel launched during the 2014–15 NFL season and is based in Oakland, where the running back was born and raised. Sales jumped when the Seahawks appeared in Superbowl XLIX and again rose when Lynch ended his second retirement in 2019 with a late-season stint with Seattle. Lynch’s playing status for this season remains to be determined.
Over his 12-year career, Lynch rushed for more than 10,000 yards in stints with the Buffalo Bills, Seahawks and his hometown Raiders. He appeared in five Pro Bowls and won a Super Bowl ring with Seattle in 2014.