Fanatics’ live event aspirations are now coming into full reality, just as other parts of the company’s business face ongoing criticism and rising competitive pressures.

The sports merchandising giant announced Thursday plans for the debut of Fanatics Fest NYC, a three-day convention in New York celebrating sports fandom, culture, and collecting. Set for Aug. 16–18 at the Javits Center, the festival marks the first major, company-branded iteration of Fanatics Events, a live and special event division of the company formed last summer. Modeled somewhat after pop culture staples such as the New York Comic Con, Fanatics Fest NYC will feature a series of collectors’ showcases, product releases, and appearances by major stars such as Tom Brady, Peyton and Eli Manning, Derek Jeter, Kevin Durant, and Sabrina Ionescu.

Fanatics described the event as “residing at the intersection of sports, culture, entertainment, and collecting,” and it follows the company’s recent production of WWE World at WrestleMania, an interactive fan experience created in conjunction with the pro wrestling showcase.