Brands that recognize the significance of superfans can build lasting relationships with audiences and turn those deep-seated sentiments into revenue opportunities.
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Fandom used to live in comic book stores, sports stadiums, and weekend conventions. Today, it’s everywhere. In fact, 92% of Americans say they’re fans of something.
Fandom is woven into how people express themselves, connect with others, and even make purchasing decisions.
A generational shift is fueling this momentum: This same data shows younger Americans under 34 are twice as likely to call themselves fans of brands or athletes as their older counterparts, and four to five times as likely to be fans of influencers or video games.
For Gen Z and Millennials, fandom feels deeply personal. Deloitte reports that about half of them feel closer to creators on TikTok or YouTube than to Hollywood stars.
These parasocial bonds make fandom an always-on relationship, as every interaction has a sense of intimacy and immediateness.
Brands that recognize the significance of this cultural force can build lasting relationships with audiences and turn those deep-seated sentiments into revenue opportunities.
Shondaland, the production company founded by Shonda Rhimes and globally beloved for franchises like Grey’s Anatomy and Bridgerton, is one example of a brand strategically leveraging its fandom.
The team at Shondaland doesn’t treat its superfans as opportunities for quick and easy wins; instead, they work to extend fans’ connections with stories beyond the screen, sometimes through experiences and sometimes through special edition products.
“A superfan will sniff out inauthentic collaborations and products that don’t fit the story within their shows,” said Sandie Bailey, Chief Innovation and Design Officer at Shondaland.
Examples around the Bridgerton media property include experiences like The Queen’s Ball (created in partnership with Netflix and Fever, which are hosted in cities around the globe), where fans dress in Regency attire and are immersed in the world of Bridgerton. There’s also a Queen Charlotte-inspired Allure wedding gown collection for brides-to-be in the product space.
Utility is also a defining element of Shondaland’s playbook. The brand’s long-standing partnership with Barco to produce Grey’s Anatomy scrubs has become one of its best-selling lines.
“If you can create items that are useful outside the show, they can be successful whether you’re a superfan or a passive fan who simply needs a quality pair of scrubs,” Bailey said. “We think of this kind of engagement as another chapter in the story we’re telling.”
This blend of utility and emotional resonance creates loyalty that outlasts a single season on screen.
Similar strategies are emerging in other categories. Beverage brand Olipop, for example, has centered its growth on grassroots activations. “We’re trying to move culture and connect with our superfans in real life,” said Steven Vigilante, Director of Strategic Partnerships at Olipop.
For example, the brand’s recent “Time Travel Travel Agency” activation transformed the Austin Motel into three immersive suites. Each flavor was inspired by a different decade, and fans could enter to win a stay by dialing an official hotline—fitting with the campaign’s nostalgic theme.
The brand also released 5,000 exclusive VIP boxes priced at just five cents—each filled with seasonal flavors and branded merchandise—that sold out instantly.
Olipop and Shondaland have in common the understanding that their fans are looking for more than just products. They recognize that fans crave small, tangible ways to live inside the stories and identities that bring them joy.
It is equally important to understand where fans naturally gather.
Forums like Discord and emerging platforms like Chalant create micro-fandom environments that allow fans to connect and expand organically. These spaces are where passion feels most authentic, and brands can follow their fans into these environments rather than expecting fans to seek them out.
“We’re leaning into fandom because we want to create a space for those who are obsessed with something,” said Chalant’s Co-founder and CEO Bekah June. “Fandom is where you get to do that openly.”
While it’s still early stages for the fandom economy, it’s easy to see where it’s heading. Gen Z and Gen Alpha, for example, are growing up with identities shaped around creators, shows, and brands they feel personally invested in. Immersion and participation will only strengthen fandom’s position in consumer culture.