// The NBA opens its first UK location in Soho, London
// The two-floor site will house exclusive products & a customisation station
The National Basketball Association has opened its very first UK flagship store in Carnaby, London.
Launched in partnership with the sports brand Fanatics, the two-floor Carnaby Street location features official merchandise and memorabilia.
The London opening will be followed up with three additional stores around the world within the next 18 months as part of the NBA’s partnership with Fanatics.
British fans will also be able to buy exclusive products within the store and visit the customisation service to personalise NBA jerseys and hats for all teams.
Steve Griffiths NBA EME director, global partnerships, said in a statement: “Ahead of our 75th anniversary season, we are excited to welcome fans to the first NBA Store in the UK.
“UK fans are true connoisseurs of the game, and through our partnership with Fanatics, fans of all ages will be able to celebrate their love of the NBA with an extensive range of official and exclusive merchandise.”
Zohar Ravid, general manager of Fanatics’ international business, added: “The NBA is becoming increasingly popular in the UK, and we have seen some really strong growth across our online sites, with UK sales on NBAStore.eu growing significantly in the last five years.
“Opening the first-ever physical NBA retail store in London, combining our vertical product and e-commerce strengths with Lids’ high street execution, is a logical step and clearly within Fanatics’ strategy of expanding teams’ and leagues’ omnichannel presence so fans globally are served in the best way.”