NBA And Fanatics opens the league’s first store in Australia
The National Basketball Association (NBA) and Fanatics have announced an expanded multi-year collaboration to open the first physical NBA stores in Australia starting this year. The stores will be operated by Lids.
The expanded collaboration builds on the NBA’s existing relationship with Fanatics, which currently operates NBAStore.com – the league’s global e-commerce site – and 21 international NBA Store e-commerce sites.
The first NBA Store in Australia is located at Emporium Melbourne in Victoria. The second NBA Store will soon open in Sydney, New South Wales. NBA flagship stores are operated by Lids, which operates NBA flagship stores in New York, London and Paris, as well as a future store in Berlin. On Tuesday August 16, Denver Nuggets goalkeeper Jamal Murray, who is making his first trip to Australia, will visit the Melbourne store and interact with fans.
Both NBA stores will carry a wide assortment of official NBA and WNBA team and league merchandise and memorabilia. Stores will also offer advanced on-site customization services for fans to customize jerseys and hats. Additionally, the stores will feature several interactive experiences, including NBA 2K booths, NBA player pitch matches, and more. To celebrate Melbourne’s culture, the NBA Store has a dedicated section showcasing artwork created by a local artist.
“Lids is delighted to partner with the NBA to bring its first NBA flagship stores to Australia,” said Lids Chairman Brittan Maughan. “Australia is one of the strongest international markets for the NBA and has a reputation for producing great players. Both stores will offer the widest variety of NBA merchandise for fans, who will also be able to customize their merchandise through a personalized embroidery on their purchases.
“The first physical NBA stores in Australia reflect our continued commitment to engaging Australian fans, who are among the most passionate in the world,” said NBA Asia Vice President, Global Merchandising Lesley Rulloda. “We recognize the appetite for all things NBA in Australia, and our collaboration with Fanatics and Lids will help us meet the growing demand for NBA and WNBA branded merchandise by providing expansive physical retail spaces allowing fans to come together and celebrate their shared love. Game.”
There are more than 400 NBA-branded retail stores and attractions around the world that serve as official league destinations for fans around the world.