Faves.xyz – GoDaddy customer – (United States)
The .xyz community is home to organizations building platforms, tools, and services for creators, brands, and businesses around the world. Loyalty platform TYB.xyz helps brands like Urban Outfitters and Rare Beauty connect with over two million users. Immersive audio platform Holophonix.xyz advances spatial sound technology for creative and live environments. Onchain ads platform Spindl.xyz aims to improve attribution tools for developers. In this week’s #WebsiteWednesday, we’ll introduce you to an athlete commerce platform designed to help athletes monetize their influence and connect with brand partnership opportunities: Faves.xyz.
Faves.xyz is the online home of Faves, a platform designed to help athletes monetize their influence and help brands build and manage athlete marketing programs. According to the website, athletes can create a personal page to consolidate their favorite products, earn commissions through affiliate links, and connect with brand partnership opportunities. The platform states it currently has more than 900 athletes across 43 sports, with over one million fans shopping. In January 2026, as reported by Sports Business Journal, Faves launched with $3M in funding from CMT Digital and Collider Ventures.1
The platform operates differently depending on whether you are an athlete or a brand. For athletes, Faves offers a single page where product recommendations, affiliate links, and brand deals can be consolidated and tracked. According to the website, athletes decide which brand opportunities to take on, and existing deals or affiliate codes can be ported directly into their page. For brands, Faves offers what the website calls the Roster System, a three-stage framework that moves athlete relationships from product seeding through paid partnerships to exclusive brand arrangements. The platform states it provides tools for campaign management, performance analytics, automated payments, and contract management. Selecting an athlete’s profile on Faves displays a shoppable collection of their recommended products. Olympic pole vaulter Katie Moon’s profile at Faves.xyz/@katiemoon, for example, lists 35 products spanning Nike apparel and footwear, nutritional supplements, skincare, and personal care items, each linked directly for purchase.
The athletes on Faves come from across the sporting world. A selection of the platform’s current roster includes Emma Coburn (Track & Field), a three-time Olympian and 2016 Olympic bronze medalist in the 3,000m steeplechase who returned to competition in 20262; Katie Moon (Pole Vault), a U.S. pole vaulter and Olympic champion who became the first woman to win three consecutive World Championship pole vault titles in 20253; Grant Fisher (Distance Running), an American distance runner who won Olympic bronze medals in both the 5,000m and 10,000m at the Paris 2024 Olympics4; Matthew Hauser (Triathlon), an Australian triathlete and Olympian who won the 2025 World Triathlon Championship Series race in Yokohama5; Bree Hall (Basketball), a WNBA Indiana Fever guard and former University of South Carolina player who helped the Gamecocks win the 2024 NCAA women’s basketball national championship6; Alyssa Spencer (Surfing), an American surfer who won the 2025 World Surf League (WSL) Bioglan Newcastle SURFEST7; and Cole Hocker (Track & Field), an American middle-distance runner who won Olympic gold in the 1500m at the 2024 Paris Olympics and his first World Championship gold in the 5,000m at the 2025 World Athletics Championships in Tokyo.8
The Faves founding team consists of CEO Thomas Salas, Co-Founder Sam Parsons, and Co-Founder Luke Katz. According to Thomas’ LinkedIn profile, he founded the company in August 2023, prior to which he held a publisher growth role at fintech company Kard. Sam is a professional runner who spent nearly eight years as an Adidas-sponsored athlete and served as Creative Director of running group Tinman Elite. As reported by Sports Business Journal, Sam was the first athlete to use the platform and joined the founding team after becoming invested in the product.9 According to Luke’s LinkedIn profile, he has been with the company since April 2024, overseeing go-to-market. Prior to Faves, Luke held growth and business development roles at Serotonin, a marketing company, and holds an investment position in sports media company Overtime. Luke also competed in track and field at NC State University as a Division I athlete, where his LinkedIn profile notes he earned All-American honors in the 10,000 meters in 2017.
With $3M in funding, more than 900 athletes across 43 sports, and a founding team that includes a professional athlete among its ranks, Faves is building at the intersection of sports, commerce, and brand partnerships. The .xyz domain is a natural fit for a company like Faves. Short, memorable, and open to any industry or language, .xyz puts the focus on the brand itself and gives a company room to grow in any direction. .XYZ is the go-to domain ending for the next generation of internet users and forward-thinking businesses. You can learn more by following the platform on LinkedIn @faves-xyz, X/Twitter @favesxyz, Instagram @faves.xyz, and TikTok @faves.xyz, and by visiting Faves.xyz.
1. https://www.sportsbusinessjournal.com/Articles/2026/01/23/athlete-marketing-platform-faves-launches-with-3m-in-funding/
2. https://www.letsrun.com/news/2026/06/lrc-qa-emma-coburn-on-her-2026-comeback-motherhood-training-with-parker-valby/
3. https://www.straitstimes.com/sport/American-Moon-vaults-to-history-with-third-straight-world-title
4. https://sports.yahoo.com/paris-olympics-american-grant-fisher-roars-from-behind-to-claim-bronze-in-5000m-181719934.html
5. https://events.triathlon.org/2025-world-triathlon-championship-series-yokohama/results
6. https://chicago.suntimes.com/college-sports/2024/04/07/south-carolina-defeats-iowa-87-75-to-win-ncaa-national-championship
7. https://www.worldsurfleague.com/posts/553280/alyssa-spencer-and-alister-reginato-win-bioglan-newcastle-surfest-presented-by-bonsoy
8. https://worldathletics.org/competitions/world-athletics-championships/world-athletics-championships-tokyo-2025-7190593/news/report/world-championships-tokyo-25-report-mens-5000m
9. https://www.sportsbusinessjournal.com/Articles/2026/01/23/athlete-marketing-platform-faves-launches-with-3m-in-funding/
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