On this episode of Discover the Difference, the C3 team sits down with Bruno Melli, an entrepreneur, former San Diego FC executive, and the new General Manager of Soccer at Fanatics. This episode unpacks the intersection of sports, culture, branding, and entrepreneurship.
Bruno shares his journey from Mexico City to the U.S., how his early career at Nordstrom shaped his customer-first mindset, and why his entrepreneurial roots pushed him to build and eventually sell a luxury fashion business serving Latin America. The conversation dives into the explosive growth of soccer culture in the U.S., the power of ultra-local storytelling in sports branding, and what makes fandom in soccer fundamentally different from any other sport.
This episode is packed with insight for sports fans, founders, marketers, and anyone passionate about building something meaningful.
Show Highlights:
[00:00] – Introducing Bruno Melli, the new General Manager for Soccer Fanatics
[01:10] – Moving from Mexico City to Denver at age 12 and adjusting to life in the U.S.
[03:05] – From CU Boulder to San Diego State, studying economics and finance, and working at Nordstrom
[05:12] – How Nordstrom shaped Bruno’s customer-first mindset and understanding of brand
[08:18] – Growing up around entrepreneurship in Mexican culture and learning from family business builders
[11:02] – The story behind Bruno’s name, Italian family roots, and the “Bruno” connection
[13:14] – Launching Luso Vida in 2018 and solving luxury fashion challenges in Latin America
[16:30] – Building a luxury resale/liquidation platform and selling the business in 2021
[19:45] – Moving from fashion into sports and joining Major League Soccer’s consumer products team
[22:10] – Discovering the San Diego FC opportunity and wanting to help build something for the city
[24:30] – The energy, innovation, and community focus behind San Diego FC
[26:12] – Right to Dream Academy, education through college, and creating opportunity for young talent
[29:04] – Why leaving San Diego FC was one of the hardest decisions of Bruno’s life
[32:20] – Joining Fanatics and stepping into the General Manager role for soccer
[34:08] – What Fanatics does and how the company has become a leader across sports merchandise, collectibles, and fan experiences
[36:42] – Why soccer is growing so quickly in the U.S. ahead of the World Cup and LA 2028
[39:18] – Understanding soccer fandom and how it differs from traditional American sports
[42:05] – Why soccer merchandise is more than commerce — it’s storytelling, identity, and belonging
[44:10] – Creating ultra-local collaborations at San Diego FC, including Tribal Streetwear
[46:32] – Building the SDFC Playmakers Program to amplify local artists and creators
[49:10] – Bringing the local, community-driven soccer playbook to Fanatics on a larger scale
[51:30] – Rapid fire: favorite stadium, Azteca in Mexico City, and the energy of live soccer
[53:18] – Bruno’s favorite childhood soccer memory and why soccer is best experienced in person
[55:40] – What Bruno would do if he weren’t in sports or retail
[57:05] – Work style in one word: resilient
[58:22] – Moments of doubt in entrepreneurship, sports, and career transitions
[1:01:00] – The power of proving you can wear multiple hats and build beyond one lane
[1:03:10] – Advice to his younger self: stay true to yourself and trust that it’s going to be okay
[1:05:04] – What makes Bruno different: finding creative ways to win
[1:07:00] – Closing thoughts and how to connect with Bruno
