The Nets have signed a three-year deal with adidas to sponsor the team store at Barclays Center, the NBA club’s new arena opening in September. The Nets Shop by adidas is the sportswear company’s first store in Brooklyn, N.Y.’s largest borough with more than 2.6 million residents. adidas is the NBA’s official retail supplier. The deal marks the start of a new relationship between the Nets and adidas on the team level, according to Nets and Barclays Center CEO Brett Yormark. adidas is collaborating with the Nets on a refresh of the team logo and possible color options tied to the team’s first season at its new $1B facility. “We have not had a partnership beyond what the typical NBA deal is,” he said. “adidas wanted to get into Brooklyn and this is a great branding opportunity for them. adidas has worked closely with us and (minority team owner) Jay-Z on a new team identity.” The 4,000-square-foot store will be open 365 days a year, Yormark said. It is located on the main concourse and will be accessible through a street-level entrance by Flatbush Avenue in one of the busiest areas of downtown Brooklyn, Yormark noted. There will also be two adidas-branded Nets merchandise stands on the north and south sides of the main concourse. As part of the agreement, adidas receives digital signage inside Barclays Center and will be part of the Nets’ social media platform and included in the team’s print materials. Elsewhere in the NBA, adidas is involved in a partnership with Comcast-Spectacor for the Fan Zone team store at Wells Fargo Center in Philadelphia, but the brand name is not part of the store’s official title. The MLS Timbers have the adidas Timbers Team Store at Jeld-Wen Field.
