Brands that recognize the significance of superfans can build lasting relationships with audiences and turn those deep-seated sentiments into revenue opportunities. 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: 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, founded by Shonda Rhimes, is an example of a brand strategically leveraging its fandom. The team at Shondaland doesn’t treat its superfans as opportunities for quick wins; they work to extend fans’ connections with stories beyond the screen, through experiences and 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, 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. 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 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. The brand’s recent “Time Travel Travel Agency” activation transformed the Austin Motel into immersive suites inspired by different decades. Fans could enter to win a stay by dialing an official hotline. Olipop and Shondaland have in common the understanding that their fans are looking for more than just products. They recognize that fans crave tangible ways to live inside the stories and identities that bring them joy. It is important to understand where fans naturally gather. Forums like Discord and platforms like Chalant create micro-fandom environments where fans connect organically. These spaces feel most authentic, and brands can follow their fans 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. While the fandom economy is still in early stages, Gen Z and Gen Alpha are growing up with identities shaped around creators, shows, and brands they feel invested in. Immersion and participation will strengthen fandom's position in consumer culture.