< Full Agenda
Keynote Session

Opening Keynote – Rewriting the commerce playbook: A conversation with Fanatics Founder and CEO, Michael Rubin

Fanatics Founder and CEO Michael Rubin kicks off NRF 2026 with a powerful look at how disruptive strategies are reshaping the future of retail. In a world where consumer expectations shift daily, Michael shares how bold moves in vertical integration, real-time manufacturing, partnerships spanning leagues, teams and athletes globally, and direct-to-consumer agility are redefining how products are created, sold, and experienced. Discover how a fan-first mindset – built on speed, innovation, and emotional connection – is driving a new model for growth across industries.

Sara Eisen
Sara Eisen

“Squawk on the Street” & “Money Movers” Co-Anchor

CNBC

Michael Rubin
Michael Rubin

Founder and CEO

Fanatics