The NBA has opened the doors to its latest flagship store, heading to London for the first U.K. location. Launched in partnership with Fanatics, a sports merch brand, the Carnaby Street location features everything from official merchandise and memorabilia to customization services across its two floors.
The official NBA and WNBA products on sale includes apparel, jerseys, headwear, sporting goods, toys and collectibles, including items from NBA partners such as Mitchell & Ness, New Era, Nike and Wilson. The customization service will allow fans to customize jerseys and hats for every team in the NBA.
Design touches reference London’s evolving role in the NBA, with wall decals of badges representing every regular-season game that has been held in the U.K. capital since 2011. Additionally, a huge image of Shaq adorns one wall, taken in a classic London red phone box to mark Orlando Magic’s game with the Atlanta Hawks at Wembley Arena in 1993.
Launching the store, NBA EME director of global partnerships Steve Griffiths said, “U.K. fans are true connoisseurs of the game, and through our partnership with Fanatics, fans of all ages will be able to celebrate their love of the NBA with an extensive range of official and exclusive merchandise.”
In other NBA news, the cover stars of NBA2K22 were recently announced.