BLACKPINK IN YOUR AREA League Collection

How I prepared and took live Complex’s online storefront for BLACKPINK’s first sports collaboration as Fanatics and Complex launched the collection across multiple commerce destinations and Los Angeles and New York pop-ups.

Owned: Owned digital strategy, site merchandising, storefront production, and assortment presentation for the Complex launch.
Boundary: The role excludes the collection program, product design, partner or talent relations, team relationships, licensing, approvals, pricing, manufacturing, inventory, fulfillment, paid, social, editorial, all marketing, physical pop-up operation, and sole campaign ownership.

July 8–27, 2025

Chronicle

A sports collaboration at league scale

BLACKPINK’s first sports collaboration brought the group’s visual identity to official MLB and NBA team collaborations: the Los Angeles Lakers and Dodgers; Chicago Bulls, Cubs, and White Sox; and New York Knicks and Mets. Fanatics and Complex presented the Mitchell & Ness collection with jerseys, hoodies, tees, and hats.

The collection launched through several public commerce destinations, with Los Angeles and New York moments around it. At Complex, I was responsible for digital strategy, site merchandising, storefront production, and assortment presentation.

The storefront was planned, not presumed

Before release, a private 72-page GTM deck set the planned launch structure: a July online storefront, sequencing, RSVP, partner and channel structure, assortment presentation, and Los Angeles and New York moments.

It set the plan for the launch, not a guarantee that every proposed detail would run as pictured.

July 8 — Take the storefront live

On July 8, 2025, the collection became available online through Complex.com, Fanatics.com and the Fanatics App, MitchellandNess.com, MLBShop.com, and Store.NBA.com. Complex was one destination in the distributed release.

Under my Complex scope, the planned storefront went live, giving the collection a clear, shoppable assortment presentation at the point of release.

Two-city context, one digital brief

The launch extended to Los Angeles and New York: Fanatics x Complex pop-ups were announced for July 11–13 in Los Angeles and July 25–27 in New York. The GTM deck included RSVP and pop-up material within the same planned sequence.

As I remember it, the broader July 8 release and the Los Angeles and New York pop-ups ran substantially as planned. Those physical moments framed the launch; my role stayed with the Complex digital-commerce brief.

A bounded part in a broader launch

The Complex storefront was the digital-commerce contribution to a larger release involving BLACKPINK, Fanatics, Complex, Mitchell & Ness, official team identities, and two physical launch windows. It made the collection legible and shoppable at Complex when public sale began.

I considered the wider launch very successful.