Mavericks Owner Mark Cuban in '14 got "fed up with the team shops and decided to bring the retail operations in house," and after bringing in Dir of Merchandising Alison Panasik, merchandise sales "soared" 60% in the team’s fiscal year that ended July 30, according to Maria Halkias of the DALLAS MORNING NEWS. Panasik "had been running the Pro Shop" for the Cowboys at AT&T Stadium since it opened in '09. Prior to taking the business in-house, the Mavericks team shops were "stocked by Denver-based Gameday Merchandising." Panasik "remodeled the Hangar shops at American Airlines Center and Victory Park." She also has been "bringing in what she calls nontraditional fan shop merchandise." Much of what she has "selected appeals to the female fan." Panasik said, "Female fans want to come dressed up to the games. They want something to wear with nice jeans and heels like a pretty top that can be worn under a blazer to work on game day." Halkias noted the Dallas Mavericks Dancers have "performed at the games in some of the store’s new Nux branded fitness wear." They "share photos with their fans on Instagram, which collectively number 50,000." Hats from L.A.-based illuminated headwear brand Lumativ also are "new this season." The company has made headwear that "backlights the Mavs logo on the front of its snapback hats." The Mavs are "one of the first pro teams to sell Lumativ’s wearable technology." Coming in January are men’s and women’s flip flops in Mavs’ colors "made by Dallas-based Hari Mari." Hari Mari co-Founder Lila Stewart said that this is the "first NBA or professional team work" for the company (DALLAS MORNING NEWS, 12/25).
