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Volume 25 No. 151
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Sports Media Brand Overtime Opening Pop-Up Store In N.Y.

Millennial-focused digital sports media brand Overtime this weekend will open its first-ever retail pop-up shop in N.Y. Somewhat similar to Bleacher Report’s "Drop Up" event for its B/R Kicks brand, the Overtime effort will serve in part as a springboard for a new line of streetwear-inspired clothing the company is planning. The store also will include a photo exhibit and social media destination. It was designed by Overtime execs to extend its brand into real-life settings. “We’re trying to think of media and our network as more of a participatory sport and look for more interactivity,” said Overtime co-Founder & CEO Dan Porter. “Commenting and sharing around our content is part of that, and that’s great, but so is being in the real world. We want to build community in these types of forum as well.” Porter said Overtime will ultimately bring similar shops and in-person experiences to other cities. Investors in Overtime include Warriors F Kevin Durant and NBA Commissioner Emeritus David Stern, among others.