Joining us in studio right now is the CEO of Fanatics, Michael Rubin himself.

Michael, good morning. How are you?

So great, glad to be here.

Michael, it's great to see you again.

I want to get to Fanatics Fest first.

So what was the birth of this?

I'm sure it was your idea.

And what do you expect to have happened that weekend in August?

You know, for me, I grew up a rabbit trading card collector.

And so I used to go to shows with my dad, my mom all the time in the early 80s.

God, I'm getting old.

And I hadn't been back to a trading card show until about three or four years ago.

When I went back, I had two thoughts.

One, this is insane.

There were 150,000 people at the first show I went to at the National in Atlantic City.

The second thing I thought was it hadn't changed a lot since I was there in the 80s.

And that's why I said, like, look, incredible passion, so excited to see, you know, how many people come around the trading cards space.

But, like, I'd been to Coachella.

I'd been to South by Southwest.

I'd been to so many different Comic-Con.

And when you see that, you see these incredibly brand-bred experience.

Like, why is there nothing like this in sports?

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