Fanatics’ first livestream shopping event will feature collectors opening baseball trading card packs on the field during this week’s Major League Baseball All-Star Game events in Seattle.

Fanatics is moving into livestreamed shopping around collectibles and trading cards, hiring a former Snap and Alphabet executive to launch its new business later this year.

Fanatics founder Michael Rubin has built his $31 billion sports retail giant by looking at potential opportunities through the lens of three questions: Is it good for fans? Is it good for Fanatics partners? Is it a big enough business opportunity?