Credit: Instagram by Fanatics

In its first-ever Merch Madness event, Fanatics brought together athletes and celebrities around the U.S. to give away merchandise to underserved families. Led by Fanatics CEO Michael Rubin, the event featured names such as Russell Wilson, Meek Mill, and others to participate in the company’s inaugural giveaway event.

CBS News reported that over 300,000 pieces of apparel worth about $20 million was donated to assist 100,000 families in need. The article states the idea came about last year. Fanatics held a Global Impact Day where all employees were encouraged to dedicate a day to improving the world, according to Rubin.

“We got a bunch of our friends at Fanatics — basketball players, football players, different artists — all here to both help the communities, but also inspire them at the same time,” Rubin said in an article shared by Fox Business.

The CBS News report shared that more than 4,000 Fanatics employees volunteered across the 100 locations, which included Gillette Stadium (home of the New England Patriots), Allegiant Stadium (home of the Las Vegas Raiders), and even schools such as Fredrick Douglas Academy in Harlem. “This year, we wanted to focus on a single cause and create a substantial impact,” Rubin told CBS Mornings.

Recently, Fanatics has expanded outside of the world of apparel, acquiring the Topps trading card business. The company is also in the world of NFTs. The company has also grown its global presence, partnering with Nike on a deal to manufacture and distribute merchandise for the Yomiuri Giants, Japan’s most successful and popular baseball team. Rubin notes that the future of Merch Madness will likely have several digital components.

“Next year we’re going to make it even bigger and better,” Rubin was quoted as saying in the Fox Business article. “I think next year we’re going to give away $100 million in merchandise, hit 1 million underserved families.”

The decorated apparel industry is seeing more and more events in which companies are helping others. Earlier this year, HanesBrands partnered with Super Soul Party, an initiative that serves those that are homeless. Decorated apparel and merchandise packages serve as a great way to partner with nonprofits and give back to various communities.