In a move that signals a new chapter for sports merchandising, Fanatics Commerce has appointed Jamie Gersch as its first chief marketing officer to oversee all brand, performance, and lifecycle marketing. The appointment, effective immediately, places Gersch at the helm of a platform that sells everything from jerseys to headwear—a far cry from the corseted confines of 19th-century lingerie shops, where marketing was as intimate as the garments themselves. Yet the parallels are striking: just as early lingerie brands like Warner’s (founded in 1874) revolutionized fit and desire through direct-to-consumer catalogs, Fanatics is using data and personalization to forge lasting bonds with sports fans. Gersch, who previously led global marketing at Rothy’s and served as CMO of Old Navy, brings a rare blend of brand instinct and performance discipline. Her tenure at Gap, where she shaped the brand’s creative voice for over a decade, echoes the way early lingerie houses like Berlei (established 1913) tailored their messaging to women’s changing silhouettes. “Fanatics sits at the intersection of sports, culture, and commerce,” Gersch noted, a sentiment that recalls how lingerie once bridged private modesty and public allure. As Fanatics Commerce sharpens its focus on fan engagement, Gersch’s appointment reminds us that even the most modern marketing—like the most delicate lace—requires a master hand to weave together story, structure, and desire.
Originally reported by WWD