People and Pop Culture

Fanatics looks to former Airbnb CMO to develop brand identity, grow popularity

Jonathan Mildenhall was added to Fanatics' board last week in order to elevate the company's brandGetty Images

Fanatics recently "brought on the former marketing whiz at Airbnb," JONATHAN MILDENHALL, to help the firm "develop a brand identity as it looks to go public as soon as next year," according to Josh Kosman of the N.Y. POST. Fanatics CEO MICHAEL RUBIN added Mildenhall to the company’s board last week following his "successful stint" as Airbnb CMO, in order to elevate Fanatics "into the Amazon for sports enthusiasts." Mildenhall said, "My expertise is to develop culturally significant brands. What I want for Fanatics is to become a brand you can’t take back from the world." Mildenhall said that while Rubin can "build a business and make connections, he does not know how to create brand identity," adding that most sports fans are "only vaguely familiar with Fanatics." Mildenhall wants Fanatics to "attain the immediate recognition that other brands enjoy" (N.Y. POST, 5/10).

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