Michael Rubin launched Kynetic on September 12, 2011, a next-generation commerce company consisting of three consumer Internet businesses: Fanatics, Rue La La and ShopRunner.
Prior to the launch of Kynetic, GSI Commerce, Inc. was acquired by eBay Inc. for $2.4 billion on June 17, 2011. As part of the transaction, GSI sold its interests in ShopRunner, Rue La La and Fanatics to the newly formed Kynetic.
Today, GSI, an eBay Inc. company, operates as a separate business alongside eBay Marketplace and PayPal, while eBay retains minority interests in ShopRunner and Rue La La.
Earlier in 2011, GSI acquired Fanatics, Inc., then a Jacksonville, Florida-based company that operated more than 250 e-commerce websites, including footballfanatics.com, and over 60 e-commerce stores for collegiate and professional sports partners and media organizations.