"A remarkable entrepreneur, Michael Rubin has inverted the traditional business model through a global brand that is rewriting the rules for how products are created, sold and experienced.”
WASHINGTON – The National Retail Federation today announced Fanatics founder and CEO Michael Rubin will headline the opening keynote session at NRF 2026: Retail’s Big Show. Rubin will participate in a conversation on Jan. 11, 2026, with Sarah Eisen, CNBC co-anchor of “Squawk on the Street” and “Money Movers,” about how the company’s innovative moves have led to new success across retail, sports collectibles and more.
“A remarkable entrepreneur, Michael Rubin has inverted the traditional business model through a global brand that is rewriting the rules for how products are created, sold and experienced,” NRF President and CEO Matthew Shay said. “Fanatics embraces transformative strategies across its manufacturing, partnerships and sales experience and keeps its customers — and extraordinary fanbase — central to its core mission.”
After originally founding Fanatics in 2011 as an online fan gear retailer, Rubin has evolved the company into a global digital sports platform, partnering with major sports leagues to deliver licensed merchandise, collectables, sports betting, live commerce and fan events. Rubin has been recognized by Sports Illustrated, Billboard and Forbes for his prominent influence in the sports industry. He was also the force behind Fanatics’ partnership with the Make-A-Wish Foundation, granting thousands of sports wishes for kids each year.
In addition to Rubin, retail leaders confirmed to speak at NRF 2026 include BJ’s Wholesale Club Inc. Chairman and CEO and NRF Board Chairman Bob Eddy, Ulta Beauty President and CEO Kecia Steelman, Shopify President Harley Finkelstein, SharkNinja CEO Mark Barrocas, Saks Global CEO Marc Metrick, Away CEO Jessica Schinazi and others.
The annual convention will be held in New York City Jan. 11-13 and is expected to bring together more than 5,000 brands and nearly 40,000 attendees from 100 countries.
Complimentary registration is available to editorial members of the news media. For more information, visit the NRF 2026: Retail’s Big Show press registration information page.
About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs — 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
