NBA hires tech firm to run Midtown flagship store

Online retailer Fanatics looks to create "integrated shopping experience" at Moinian building

New York /
Jun.June 04, 2015 03:00 PM

In a move indicative of many retailers’ increasing desire to modernize operations, the National Basketball Association has hired online sports apparel retailer Fanatics to operate its new 25,000-square-foot flagship store in Midtown.

Terms of the multi-year deal with were not disclosed. The NBA signed a lease for the new flagship store, at the Moinian Group’s 545 Fifth Avenue, late last year. Adidas currently operates the current, smaller NBA Store at 590 Fifth Avenue, which will close later this summer.

Fanatics already runs the online store for the NBA as well as other major sports leagues, according to Re/code. The company hopes to use that platform to create an “integrated shopping experience,” making it easier for in-store shoppers to buy merchandise online when apparel is out of stock.

The store will feature employees outfitted with handheld devices that will allow customers to check out without waiting in line or order products from the NBA’s online store if they can’t find them on the shelves. [Re/code]Rey Mashayekhi


Related Articles

arrow_forward_ios
Valentino store at 693 Fifth Avenue in Manhattan and Valentino CEO Jacopo Venturini (Google Maps, Getty)
Valentino settles Fifth Ave pandemic rent dispute
Valentino settles Fifth Ave pandemic rent dispute
 680 Fifth Avenue in Manhattan (Google Maps, iStock, Illustration by Shea Monahan for Real Deal)
Swarovski to shine at forthcoming Fifth Ave flagship
Swarovski to shine at forthcoming Fifth Ave flagship
Steve Roth: NYC retail might never fully recover
Steve Roth: NYC retail might never fully recover
Steve Roth: NYC retail might never fully recover
Manhattan retail rents fell without tourists, office workers
Manhattan retail rents fell without tourists, office workers
Manhattan retail rents fell without tourists, office workers
Vornado Realty Trust’s Steven Roth and Michael Franco (Getty, Vornado)
NYC retail has hit bottom: Roth
NYC retail has hit bottom: Roth
NBA store settles rent-collection lawsuit suit with landlord Moinian Group
NBA store settles rent-collection lawsuit suit with landlord Moinian Group
NBA store settles rent-collection lawsuit suit with landlord Moinian Group
Diamond District building sold for $101M
Diamond District building sold for $101M
Diamond District building sold for $101M
Joe Moinian with 123 Linden Blvd (The Moinian Group)
Moinian nabs $223M refi for Flatbush apartment complex
Moinian nabs $223M refi for Flatbush apartment complex
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...