SBD/July 2, 2014/Marketing and Sponsorship

Kings Become Fourth NBA Team To Bring On Adidas For Retail Management

The NBA Kings yesterday said that adidas will "take over retail operations" through the '16-17 season, according to Allan Brettman of the Portland OREGONIAN. The Kings become the fourth NBA team that has brought on adidas to "manage its retail side," joining the Nets, Pelicans and Rockets. adidas will "operate the Kings Shop by adidas at Sleep Train Arena and additional stores at the Sacramento Downtown Plaza, the Fountains at Roseville, a shopping area northeast of Sacramento, and any future retail location." Kings VP/Marketing & Strategy Ben Gumpert said that the team "previously handled retail themselves." He added that the Kings store will "offer a full range of products," not just adidas-branded merchandise (Portland OREGONIAN, 7/2). Gumpert said that the move "makes sense partially because so many store items already come" from adidas, which is the licensed outfitter for the NBA. Gumpert: "Adidas has a long-standing NBA relationship, and certainly they’re at the top for the athletic apparel business. Because of this, you just see better access to merchandise, more styles that Adidas makes and a quicker turnaround on orders.” In Sacramento, Ben van der Meer noted the adidas brand will be "more prominently featured at Sleep Train Arena events, including Kings home games, and on the team’s website" (BIZJOURNALS.com, 7/1).
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