Fanatics Collectibles launches zerocool, the first brand of trading cards for culture, via its revolutionary new technology platform


zerocool partners with Gary Vaynerchuk and his NFT project, VeeFriends, to launch their first collectible card game through a direct-to-consumer sale, Blind Dutch Auction

NEW YORK, March 08, 2022–(BUSINESS WIRE)–Fanatics Collectibles, a subsidiary of Fanatics, Inc. today announced the launch of zerocool, the premier collectible card brand for the world’s most important people, intellectual property and brands in pop culture, art and entertainment. Zerocool’s culture-focused premium products will be available on – a transformative direct-to-consumer platform that uses market-based pricing to ensure fair and transparent access to products for all collectors.

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Fanatics Collectibles launches zerocool, the first brand of collectible cards for culture, via its revolutionary new technology platform. (Photo: BusinessWire)

The brand’s first release is a very limited trading card set based on Gary Vaynerchuk’s NFT project, VeeFriends, which will be sold as a true Dutch blind auction. Buyers can place their bids from today at through Thursday, March 10 at 9 p.m. EST. While the company is keeping future releases confidential at this time, zerocool has signed partnerships with other culture-defining franchises and entertainment creators, and has upcoming collaborations with many of the biggest production houses and streaming services. .

“Trading cards have always been about sports, but athletes are only a tiny part of society,” said Josh Luber, co-founder and chief vision officer at Fanatics Collectibles. “Musicians, designers, artists, entrepreneurs, politicians, philanthropists, educators and more (including the brands, businesses, organizations and intellectual property they have created) have so much cultural power and significance than the greatest athletes in the world. Trading Cards are a historic record, the immortalization of accomplishment, and a way to turn one’s support and fandom into investment and partnership. zerocool was created on the belief that “fans” are fans for life, and that life is more than what happens on the playing field. It’s also what made Fanatics Collectibles the ideal company to give birth to the Mark.”

Perhaps even more transformative than the brand itself, zerocool is also launching the first direct-to-consumer technology platform entirely dedicated to the concept of “market-based pricing” and has produced the Blind Dutch Auction pricing mechanism as a means of sell trading cards. . Cards have long been the perfect combination of consumer good and financial asset – a true product subject to supply and demand constraints – making this type of distribution mode more efficient than retail pricing. It’s no coincidence that the only trading card company to ever sell a product using a real Dutch blind auction before today was Topps, the fundamental new card brand collectables at Fanatics Collectibles – in partnership with Luber at StockX – in October 2019. The company believes that a blind Dutch auction is the fairest way to sell valuable and in-demand merchandise. With this style of auction, the market sets the price and almost all buyers pay less than they were willing to pay. Learn more about the Zerocool auction process here.

The zerocool philosophy is linked to three principles:

1. Valuable product: zerocool believes in creating trading cards that have long term value and will prioritize a product of value over short term profits

2. Equitable distribution: zerocool believes in providing fair access to trading cards through a holistic distribution strategy, transparency of process and, where possible, transparency of data (including draws)

3. Market-Based Pricing: zerocool believes that trading card pricing should be set by the market, not manufacturers, and will attempt to release as many products as possible using market-based pricing, including but not limited to a Dutch blind auction, if applicable.

VeeFriends Collaboration

The zerocool x VeeFriends Trading Card Set brings physical form to the VeeFriends NFT collection with a premium product for collectors and the passionate VeeFriends community. All characters used in the zerocool collection are original NFT VeeFriends art, with the color parallel structure imitating the parallel structure of NFTs. For NFT token holders, this collaboration brings a new collectible level and dimension to VeeFriends characters.

zerocool x VeeFriends cards are printed on premium 36 pt paper featuring a full border and etched metallic stamp, with special holographic foils throughout. The cards feature a soft-touch coating with Spot Glass UV on the characters, creating depth that makes VeeFriends characters the hero of the design. The zerocool x VeeFriends collection is packaged in a white wooden cigar-style display box.

“Anyone who knows me in any form knows this is an absolute dream come true,” said Gary Vaynerchuk, CEO and creator of VeeFriends. “My own intellectual property and my own maps are something I never could have imagined at 15. So, I’m very excited for zerocool, a new brand of super premium culture maps, and I’m incredibly honored that VeeFriends becomes the first.”

Visit for more information and follow @zerocoolcards on Instagram, Twitter and Facebook for future updates.

About zerocool

zerocool, the premier culture-focused trading card brand, was founded to celebrate the world’s most important people, intellectual property and brands in pop culture, art and entertainment the same way we do. immortalize our most influential athletes. Launched in March 2022, zerocool is on a mission to transform the trading card industry into a transparent, fair and accessible industry, and celebrates the fans and cultural leaders who inspire them. With trading card games as valuable and collectible as sports cards, zerocool aims to bring more diverse people and organizations into the hobby. zerocool was founded by Josh Luber, Chief Vision Officer of Fanatics Collectibles (previously co-founder of StockX).

About VeeFriends

An NFT project that brought to life Gary’s ambitions to build a community around his creative and business passions using NFT technology and their smart contract capabilities. There are 268 VeeFriends and 10,255 tokens, all imagined, created and designed by Gary. Each character represents traits and qualities that Gary admires and hopes to inspire in others. Each VeeFriends token is an admission to VeeCon 2022, 2023 and 2024.

For more information, visit and join the Discord channel!

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