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Fanatics to Operate New NBA Flagship Store

By John Burns, Associate Editor
June 24, 2015

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The National Basketball Association (NBA) announced a multiyear partnership with Fanatics, Jacksonville, Fla., to operate the new 25,000-square-foot NBA flagship store in New York City in time for the 2015 holidays.

“We are thrilled to build on our nearly decade-long relationship with Fanatics by using their expertise to enhance our flagship store,” says NBA SVP of Global Retail Development Chris Brennan. “Partnering with the market leader in sports retail provides a unique opportunity to grow our retail business and offer our fans a seamless and enjoyable shopping experience.”

The three-floor store, to be located at 545 Fifth Avenue, will offer a wide selection of NBA merchandise, including jerseys, footwear, headwear, basketballs, novelties and exclusive NBA gear, as well as state-of-the-art technology and interactive experiences.

“By bringing our technology leadership and scale to the league’s new flagship location, NBA fans will now be able to have a comprehensive shopping experience whether at home, on the go or when visiting the amazing NBA Store in midtown Manhattan,” says Brendan McQuillan, Fanatics’ VP of in-venue commerce.

Store visitors also will experience a customization area where fans can personalize NBA jerseys; concierge service offering private tours and personal shopping; and activities including video games, Pop-A-Shot and player-measurement charts.

For more information, visit fanatics.com. — J.B.