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How Man City & Fanatics got ahead of the ecommerce game

Fanatics & Manchester City maximise sales from Metail partnership.

In March 2018, although confident Manchester City were going to win the Premiership, superstitious management would not allow players to be photographed in the bespoke winning merchandise beforehand.

Fanatics turned to Metail for help. In less than one hour Metail photographed Sane, Ederson and Adarabioyo wearing just base layers at the club. The Fanatics’ ManCity merchandise was photographed separately on mannequins in a studio. Metail’s AI powered image processing was utilised to combine both photographs.

Although City won the title on a day when they were not playing, Metail’s Composed Photographs allowed fans to see images of their heroes wearing the league winning merchandise on social media and in the online store in less than an hour of winning the title.

Man City, football and e-commerce winners

Composed Photography for Athletes enables clubs to optimise just four minutes of their players’ available photography time for a season or even a lifetime of ongoing marketable images.
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Maximise your merchandise at the point of sale

We’ve teamed up with Man City to maximise their response to zeitgeist moments. Premier League merchandise was live on Manchester City’s website worn by the stars just 60 minutes after they had won the Championship.
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One morning of photography, 4 mins per player, up to 35 poses Maximum results, minimum time

We spend just one morning, on site, photographing a squad of players in up to 35 poses each. Our tech then digitally dresses each player and nobody can tell the player and item were not photographed at the same time.

These images can then be utilised in perpetuity; in shops, on the website and on social media. We can even swap out items that have sold out or provide bespoke looks in different geographies.

Instant response to fans' excitement CTR increase by 6%
5x increase in sales on Twitter
7x increase in engagement with fans on social media

Very clever stuff!

Puma
Account Manager

Looks great!!

Fanatics
Partnership & Business Manager

See the results for yourself

Excite your shoppers with a taste of the future of online fashion.