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SBD/October 28, 2011/Marketing and Sponsorship
NBA Opens New Official Store On Fifth Avenue, Though Far Smaller Than Initial Location
Published October 28, 2011
GOING INSIDE THE STORE: At least on its opening day, the league’s new emporium had an unfinished floor and little in the way of merchandising. Since the business model in this store was shifted to one where master NBA apparel provider adidas took the financial responsibility for the store, it seemed odd to find a shoe rack in the back of the store with 30 different models from Nike, Converse and Reebok, but none from adidas. However, the store had the requisite amount of licensed apparel, jerseys hoodies, T-shirts and caps. One person waiting outside the store commented the mannequin garbed in a Knicks uniform was the only place in town one could find a Knick in uniform. Women’s and kids apparel also had their own areas within the store. Outside of apparel, the store has hard goods ranging from a $5 pack of NBA playing cards to a $1,400 autographed and framed photo of Michael Jordan, airborne during a slam-dunk contest.
OPENING IN TIME FOR THE HOLIDAYS: The league is calling the store that opened today a temporary location, but one it wanted open in time to take advantage of holiday sales. NBA fans should hope that the recent optimism surrounding ongoing CBA negotiations is well founded. The first NBA Store opened in September ‘98 during a bitter lockout that was not settled until January ‘99 and forced the usual 82-game season to be curtailed 50 games and the cancellation of that year’s NBA All-Star Game.