NBA launches debut UK store in partnership with Fanatics

The National Basketball Association (NBA), in partnership with sports merchandise retailer Fanatics, has announced the launch of a debut UK NBA store.

Located at 14-16 Foubert’s Place in London’s Carnaby, Soho area, the store features a range of NBA and WNBA merchandise and memorabilia.

Products such as apparel, jerseys, headwear, sporting goods, toys, and collectables are accompanied by a customisation service for personalised jerseys and hats.

Spanning two floors, the site which opened today (19 July) is operated by retail group Lids, which is partly owned by Fanatics.

Three additional stores are set to open globally over the next 18 months as a part of the NBA’s partnership with Fanatics.

Steve Griffiths, EME director of global partnerships at the NBA, said: “Ahead of our 75th anniversary season, we are excited to welcome fans to the first NBA Store in the UK.

“UK 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.”

Zohar Ravid, general manager of international business at Fanatics, added: “The NBA is becoming increasingly popular in the UK, and we have seen some really strong growth across our online sites, with UK sales on NBAStore.eu growing significantly in the last five years.

“Opening the first-ever physical NBA retail store in London, combining our vertical product and ecommerce strengths with Lids’ high street execution, is a logical step and clearly within Fanatics’ strategy of expanding teams’ and leagues’ omnichannel presence so fans globally are served in the best way.”