Fanatics launches Shop the Look AI tool using OpenAI's Codex

Technology Oct 26, 2026

Fanatics just dropped Shop the Look, a new AI-powered tool that helps you find matching gear, like hats and socks to go with a jersey.

Built on OpenAI's Codex, it scans more than 1.5 million products and has already bumped up product engagement by 10%.

Shop the look recommends add-ons

Chief Product Officer Justin Tsai admits its massive selection could be overwhelming.

Now, Shop the Look suggests add-ons based on your team and style preferences, making it easier to get a complete look in less time.

For fans who love showing off their team loyalty, this personalized approach is a game-changer.